Workshop: The Blueprint for Marketing & Sales Alignment With Michael Tucker

About Guest

Michael Tucker is a Marketing Ops professional from Rocky Mountain Revops. He is the expert companies call when their CRM ( HubSpot) implementation is problematic and their sales team is facing challenges. Michael specializes in marketing and sales alignment, architecture mapping, and revenue system optimization to help B2B companies close the gap between marketing efforts and sales results.

In this Workshop

B2B companies face a big problem: marketing hits goals while sales miss targets. Alex points out that top-growing companies excel at keeping leads from slipping between marketing and sales teams.Alex and Michael Tucker of Rocky Mountain Revops share a framework to fix broken marketing-sales systems. Michael explains architecture mapping to visualize and optimize the buyer's journey across channels and sales stages.They use a B2B SaaS company example to show how to fix messy lead data, lead leakage, marketing-sales misalignment, and scaling issues. The episode offers practical steps to build a cohesive revenue engine where both teams collaborate effectively.

Episode Highlights

• [00:50] Introduction to the problem of marketing-sales misalignment
• [01:46] Michael explains why technology implementation is often the root issue
• [02:48] Introduction to architecture mapping for sales and marketing
• [06:04] Case study: Engage Pro's four major revenue system problems
• [07:43] Michael's framework for untangling marketing and sales issues
• [10:18] Alex explains the three stages of the buyer's journey
• [12:40] How to use technology appropriately in the revenue process
• [15:33] Creating feedback loops for continuous optimization
• [16:56] Three practical steps companies can take today

Resources Mentioned in this episode

• LucidChart
• SixSense
• ZoomInfo
• Sales Navigator
• Alex Gluz on LinkedIn
• Michael Tucker on LinkedIn

Quotable Moments

"The fastest growing companies aren't necessarily the ones with the biggest budgets and the best products. They're the ones that figure out how to stop leads from falling through the cracks between marketing and sales.""Where most companies mess up, they treat every lead the same way, regardless of where they are in the journey.""Take it in bite-sized chunks, make it systematic, make it repeatable, make it simple so it can be understood and disseminated."

Action Steps

1. Get marketing and sales in a room together:Have marketing show sales where leads come from, and have sales show marketing what the perfect lead looks like to create mutual understanding.
2. Map your biggest lead source's journey:Take your most significant lead source and map the entire process from marketing to sales to nurture to closing, identifying where leads get stuck.
3. Set up basic tracking: Implement simple tracking to see where leads are coming from and where they're getting lost, allowing you to invest more in effective channels.
4. Create an architecture map: Develop a visual representation of your buyer's journey, marketing channels, and sales stages to create clarity across teams.
5. Align touchpoints with buyer journey stages:Ensure that leads at different stages (awareness, consideration, conversion) receive appropriate messaging and follow-up.