This Revenue Leadership Podcast episode interviews Kyle Lacy, a brand marketer, about sales and marketing alignment and the role of brand building. The discussion covers how CROs can better partner with CMOs by supporting creative risks, aligning on key metrics (e.g., inbound contribution to pipeline), and collaboratively budgeting across teams. Lacy emphasizes the importance of brand building, even when ROI isn't immediately apparent, suggesting a model of 80% budget for pipeline generation and 20% for brand initiatives. He advises against solely relying on AI for marketing, highlighting the continued need for human creativity and storytelling to build lasting brand value and differentiate in a crowded market. The episode concludes with advice on identifying strong marketing leaders and insights into the future of marketing in a post-AI world.
