“Joy” isn’t exactly the first word that comes to mind when discussing sales-marketing alignment, but Televerde’s Ray Kemper enjoys the challenge.
While the alignment of sales and marketing sometimes seems an insurmountable goal, Ray Kemper, CMO of B-to-B lead-generation agency Televerde, finds joy in the challenges of bringing together the two teams.
Over his career, Kemper has worked in a variety of roles and come to enjoy the flexibility that comes with his marketing career. He’s worked as the global director of marketing for Bing Search at Microsoft, senior director of channel marketing at AT&T Mobility and now is the first CMO at Televerde. “We’ve had directors of marketing and marketing activities, but as the company continues to grow and expand globally, the stronger establishment of the marketing functions at Televerde was critical,” he says.
More than anything, Kemper touts the necessity of common goals between sales and marketing. It’s critical, he says, to agree to a common source of data, a common goal and a common language. Marketing News caught up with Kemper to learn a bit more about how sales and marketing can efficiently and effectively come together.
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Hal Conick is a freelance writer for the AMA’s magazines and e-newsletters. He can be reached at halconick@gmail.com or on Twitter at @HalConick.