Sales enablement has long been a buzzword in B2B, but how can organizations truly transform this concept into a strategic advantage? For companies navigating complex, multi-dimensional markets, the challenge of aligning sales and marketing efforts is especially difficult.
In this conversation, we explore how marketing can partner with sales in meaningful, measurable ways. From integrating first- and third-party data to effectively translating that data into actionable sales insights, we’re digging into the practical how-tos of enterprise-level sales enablement.
Our guest, Mike Lempko, Senior Director of Marketing Operations at Vizient, joins us to share his deep expertise across sales, marketing, and operations. With experience spanning agencies and enterprise organizations, Mike offers insights into how companies can unlock the full potential of their sales and marketing teams:
1. Addressing the Sales Enablement Spectrum: How marketing supports transactional, consultative, and relationship-driven sales differently.
2. The Role of Data in Sales Enablement: Using first- and third-party data to prioritize opportunities and build actionable insights.
3. Overcoming the Pain of Doing Nothing: Strategies to identify and engage decision-makers early in their buying journey.
4. Bridging the Sales-Marketing Gap: Building trust with seasoned sales professionals while adding strategic value to their processes.
5. Technology as a Unifier: Aggregating data into a single source of truth to simplify sales workflows and drive adoption.
Tune in to hear how Mike and his team at Vizient are breaking down silos and aligning go-to-market functions for greater impact.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
1:51 – Understanding the complexities of multi-dimensional selling in an enterprise market
10:50 – How marketing can truly add value and support the most seasoned sellers
14:15 – Intent data: where it's useful, and where it gets you stuck in the mud
19:40 – Why intent signals and account activity shouldn't be restricted to bottom of funnel strategies
24:59 – Which marketing insights are useful for sales, and the reports that distract people from big-picture strategies
Mike joins Growth Driver with a deep background in sales, business growth, marketing strategy and operations. Currently, he serves as the Senior Director of Marketing Operations at Vizient, a leading healthcare performance improvement company dedicated to optimizing costs, quality, and patient outcomes. Mike and his team lead the charge on marketing operations, creative services, and omnichannel strategy, crafting dynamic customer journeys and aligning sales and marketing efforts to drive results..
With over a decade of experience under his belt, Mike has left his mark on companies like Verizon, Intelligent Demand, Techint Labs, and the Denver Post. From forging strategic partnerships to building and implementing successful sales and marketing strategies, Mike's proven track record demonstrates his ability to drive revenue growth for companies of all sizes. When he's not driving business growth, Mike enjoys exploring Colorado's outdoors through hiking, skiing, and rollerblading - even including a remarkable 3,500+ mile charity rollerblading journey from San Francisco to New York City.
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