Sunny Side Up

Episode Summary This episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing a framework for collaboration. They emphasize starting simple with ABM and having a dedicated sales leader champion the approach. About the guest Kathy has thrived through 25 years in sales, marketing, and IT, and now leads Inverta’s consulting. She takes a no-nonsense approach to the role of digital skills, processes, and tools, and has helped Citrix, Microsoft, and HP transform their marketing. Additionally, she’s one