Aligning Marketing & Sales for Exponential SaaS Growth with Josh Gibson [Video]

What’s the secret sauce for achieving breakout success in B2B SaaS? Marketing leader Josh Gibson reveals the key is tightly aligning marketing and sales to create a well-oiled growth machine.

In this episode of the Talk Commerce podcast, Josh shares hard-won insights from his experiences scaling marketing at high-growth SaaS companies like Simon Data and Cisco. Discover the strategies and tactics Josh used to:

10x ARR from $5M to $50M in under 2 years
Build high-performing, cross-functional teams
Create seamless customer experiences across touchpoints
Execute multi-channel campaigns that drive outsized results
Position brands, improve positioning, and optimize pricing
Leverage intent data to boost conversions
Measure what matters and prove marketing ROI
Josh argues that to maximize success in SaaS, marketing can’t operate in a silo. It needs to work hand-in-hand with sales and other departments to create a cohesive customer journey. Marketing’s role is to build brand/category awareness, generate demand, and enable sales to close deals faster.

But to do this effectively requires both qualitative and quantitative insights. Josh reveals how marketing can gain a deeper understanding of the customer through persona research, voice of customer surveys, and intent data. These qualitative insights help craft resonant messaging and content. On the quantitative side, Josh shares his approach to building dashboards that track full-funnel metrics from first touch to closed-won revenue. This end-to-end visibility is key for proving marketing’s impact.

Josh also discusses the importance of brand and category building in SaaS. Category design and brand positioning might seem fluffy, but done right they have an enormous impact on growth. Why? Because if you can define the category and be seen as the leader, you can influence how customers evaluate solutions and see your product as the obvious choice.

Other topics discussed include leveraging intent signals to supercharge ABM campaigns, prioritizing ICP accounts, and partnering with analysts like Gartner to build category authority.

Whether you’re a founder, marketing leader, salesperson or growth hacker, you’ll walk away from this episode with actionable strategies to better align your marketing and sales efforts and drive massive results. Tune in now and learn from one of the sharpest minds in SaaS marketing!

0:00 Intro
1:28 Josh’s background
3:05 Scaling from $5M to $50M ARR in under 2 years
5:41 Aligning marketing & sales
8:53 Building high-performing teams
11:36 Leveraging intent data for persona-based marketing
15:22 Creating brand categories & positioning to influence customer evaluation
19:54 Measuring marketing’s revenue impact
25:03 Executing high-ROI multi-channel campaigns
28:47 Enabling sales to close deals faster
33:21 Advice for startup marketing leaders
36:09 Rapid-fire questions