Uniting Sales and Marketing to Supercharge B2B Revenue With Alex Tinsley

About Guest

Alex Tinsley is the Director of North America Field Marketing at SUSE, a global leader in open-source enterprise software solutions. Under his marketing leadership, SUSE has driven significant revenue growth and deepened collaboration between sales and marketing teams, bolstering their position in the enterprise software market. Alex’s career spans roles in both software vendors and resellers, and he is known for championing innovative segmentation strategies and uniting cross-functional teams to accelerate business outcomes.

In this episode…

Bridging the divide between sales and marketing remains one of the toughest challenges in B2B organizations. Too often, these two departments operate in silos — each chasing different goals, using different metrics, and misunderstanding what truly drives the other. But what if aligning them could unlock faster revenue growth, deeper trust, and a more predictable sales pipeline?

According to Alex Tinsley, a marketing leader with deep experience across sales, operations, and field marketing, the key lies in empathy and shared understanding. He highlights that misalignment often stems from false assumptions: sales thinking marketing just plans events, and marketing assuming sales ignores their leads. Alex emphasizes that when both teams take the time to learn each other’s motivations and constraints, they realize they’re chasing the same outcome: revenue.

In this episode of the Revenue Engine Podcast, host Alex Gluz speaks with Alex Tinsley, Director of North America Field Marketing at SUSE, to discuss how uniting sales and marketing can supercharge B2B revenue. They explore the impact of removing internal silos, improving the sales-to-marketing handoff, and aligning goals around shared outcomes. Alex also shares how empathy, structure, and data transparency build trust that drives long-term growth.

A glimpse of what you will learn

• [03:31] Alex Tinsley explains how breaking silos transforms sales and marketing collaboration
• [06:38] The #1 myth sales and marketing believe about each other
• [11:02] Where revenue operations should report for maximum impact
• [14:47] Account segmentation strategies that defy traditional B2B models
• [25:11] Why vendors stumble when building channel-driven revenue engines
• [30:16] The biggest pain points for SaaS marketing leaders in 2025
• [34:44] Why mastering your tech stack trumps chasing shiny new tools
• [37:16] The top leadership lesson that will change your decision-making

Resources Mentioned in this episode

• T.A. Monroe Digital Agency
• Alex Gluz on LinkedIn
• Alex Tinsley on LinkedIn
• SUSE
• Crossing the Chasm: The Updated Version of the Insightful Guide on Bringing Cutting-Edge Products to the Mainstream by Geoffrey A. Moore

Quotable Moments

• "My mission is to make marketing and sales work together more effectively, because ultimately, we’re all working for the same goal even if we don’t realize it."
• "If there’s no good handoff between marketing and sales, success cannot be had."
• "Clustering and segmentation let you execute excellently for core customers."
• "Just make the decisions you make right, even if it means apologizing later."
• "If your marketers don’t understand how the tech stack works, how are they going to optimize the output for their input?"

Action Steps

1. Foster consistent communication between sales and marketing: Encouraging regular meetings and shared planning sessions helps both teams understand each other’s goals, challenges, and language, thereby reducing friction and building alignment.
2. Define shared revenue goals and metrics: When both departments are measured by the same success indicators, it promotes collaboration and eliminates the “us versus them” mentality that hinders progress.
3. Create a clear handoff process for leads: Establishing defined ownership at every stage of the buyer journey ensures accountability, minimizes lost opportunities, and improves conversion rates.
4. Use data to guide decisions, not assumptions: Relying on shared dashboards and analytics empowers both teams to focus on what truly drives results, removing subjective opinions from strategy discussions.
5. Invest in cross-training and shadowing programs: Allowing sales to experience marketing workflows (and vice versa) builds empathy, enhances collaboration, and strengthens the overall revenue engine.

Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital.At T.A.Monroe, we build world class revenue engines for B2B SaaS companies. What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

1. We build highly effective marketing systems and scale their profitably through our demand generation strategies.
2. We think scientifically on how to scale your demand and revenue.
3. We bring decades of experience.

Email us at alex@tamonroe.com or visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.