Eric Steele, the CRO at Source Advisors and a 15-year veteran at Forrester, stresses that the future of the B2B revenue engine lies in total alignment and strong brand equity. As B2B buyers become more empowered and knowledgeable, it is essential for companies to create a seamless alignment between sales, marketing, and customer success. This alignment not only ensures a consistent and valuable customer experience but also drives growth and success for the business as a whole.

Eric discusses one of the most important subjects impacting the B2B companies today: the future of the B2B revenue engine. Eric also draws upon his insights from 15 years at Forrester and explains the increasing importance of total alignment and brand equity in a company's growth. He highlights the necessity of understanding and serving the customer at a higher level, the role and importance of revenue operations, and the significant role people, leadership, and personalities play in aligning a unifying vision.

"The future of the B2B revenue engine is total seamless alignment with sales, marketing, and customer success as one team, one dream, common metrics, common goals, and a common vision.” - Eric Steele

Total alignment in the revenue organization means having one customer and one vision for serving, retaining, and growing that customer. It requires breaking down silos and eliminating competing agendas. The revenue engine should operate as one team with common metrics, goals, and vision. This alignment is crucial in meeting the high expectations of B2B buyers who expect sales reps to be knowledgeable about their business, lead with insights, and understand the outcomes their business can achieve by working with the company, strengthened by the brand.

Follow Eric Steele on LinkedIn - https://www.linkedin.com/in/ericcsteele/

Follow host Steve MacDonald on LinkedIn - https://www.linkedin.com/in/stevensmacdonald/