Welcome back to Strategic Counsel by ForthRight Business! Looking for Marketing Smarts? You’re in the right place. After almost 4 years of helping to make you savvier marketers, we decided to broaden this podcast to include more business-oriented topics that will make you savvier business leaders.

In this episode of Strategic Counsel by ForthRight Business, The Power Trifecta – brand, marketing, and sales so we welcomed on Steve Caton. Listen to the episode on Apple Podcasts, Spotify, and your other favorite podcast spots – follow and leave a 5-star review!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Strategic Counsel: The Power Trifecta: Brand, Marketing, and Sales with Steve Caton, Altezza

Is it possible for marketing & sales to work together? If they’re doing so, are they able to actually stay consistent with the brand? These things need to happen for your business to be successful. Unfortunately, in many cases, marketing & sales become so siloed from each other, it hurts the business. We wanted you to learn from an expert with experience in all aspects of The Power Trifecta – brand, marketing, and sales – so we welcomed on Steve Caton. He’s the Founder & CEO of Altezza, who are experienced sales professionals delivering affordable results. You’ll also get a kick from their podcast, Whiskey Is for Closers. Here’s a small sample of what you will hear in this episode:

• Inside the mind of a salesperson
• Sales and marketing as a dance
• Cultural fit vs market experience in sales hiring
• What not to do!
• Why teams don’t collaborate

And as always, if you need Strategic Counsel, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• The Power Trifecta: Brand, Marketing, and Sales with Steve Caton, Altezza
  
  • [0:00] Welcome to Strategic Counsel by ForthRight Business
  • [0:29] Introduction: The power trifecta of brand, marketing, and sales
  • [2:11] Meet Steve Caton, CEO of Altezza: From real estate to Chief Growth Officer
  • [4:58] What makes for a strong sales effort: Strategy, process, and people
  • [7:28] The importance of brand positioning as the foundation for sales
  • [9:47] Sales and marketing as a dance: When collaboration works
  • [12:12] The feedback loop between marketing and sales
  • [16:20] Inside the mind of a salesperson: What drives them
  • [19:04] Core value alignment: The often-overlooked sales foundation
  • [21:50] How savvy salespeople approach complex sales
  • [25:06] Why you need all parts of the business working together
  • [30:34] Altezza’s fractional sales model: Solving the first salesperson problem
  • [34:16] Cultural fit vs. market experience in sales hiring
  • [37:18] The proof of concept approach: 90-day sprints for testing
  • [42:46] The ideal partnership between marketing and sales
  • [45:33] What not to do: The webinar story and siloed teams
  • [49:10] Ego, culture, and compensation: Why teams don’t collaborate
  • [53:00] Quick-Fire Questions: DarrenDaily On-Demand, failure stories, and whiskey recommendations
  • [58:21] Connect with Steve Caton and check out the Whiskey Is for Closers podcast
  • Make sure to follow Strategic Counsel on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn

What is Strategic Counsel?

Welcome back to Strategic Counsel by ForthRight Business! Looking for Marketing Smarts? You’re in the right place. After almost 4 years of helping to make you savvier marketers, we decided to broaden this podcast to include more business-oriented topics that will make you savvier business leaders.

Thanks for listening Strategic Counsel. Get in touch here to become more strategic.

Transcript