Alignment is more than just a buzzword in B2B today — it is table stakes for ensuring your departments are coordinated around key accounts and constantly communicating to drive success.
Schneider Electric CMO of North America Shonodeep Modak sat down with us to share his take on aligning different departments and creating a one-team, revenue-focused mentality within a B2B organization. Modak also shared a sneak peek into his upcoming B2BSMX session on how to rewire and transform marketing organizations.
Demand Gen Report: What does an ideal revenue team look like to you?
Shonodeep Modak: An ideal revenue team should be cross-functional and consist of marketing, sales operations, sales/business development, customer service and analytics departments that are oriented by customer segment. Everyone on the team should have a startup mentality and a hunger to win.
DGR: How are you creating a one-team mentality within your organization?
Modak: We created a “North Star” that burns on our customers’ greatest challenges. Our job is to build the starship that will get us there through content that addresses these challenges.
DGR: What are you hoping to talk about during your session at B2BSMX?
Modak: My session is all about rewiring how your marketing team works. Changing the way your organization operates is hard, but it’s often necessary to stay ahead of the competition and drive success.
Like many B2B manufacturing companies, Schneider Electric’s regional marketing structure was designed around the products they make. The result is good product marketing, but a broken journey for the customer.
Pivoting our marketing organization out of this mode and into one focused on the customer has been transformative, both culturally and structurally. I will talk more about this process during my session, where attendees will also receive helpful tips for rewiring their own team.
DGR: What else are you looking forward to at the event?
Modak: I’m looking forward to meeting with other practitioners like me at B2BSMX. We’re all fighting similar B2B marketing challenges, so I’m excited to see what we can learn from each other!
Shonodeep will be presenting a session in the REVTalks track titled “Opening Up the Panel Door…Rewiring How Your Marketing Team Works.” Check out the session on Tuesday, August 13 at 3:13 PM.
