For too many companies, marketing and sales exist independently of each other. This misalignment creates significant problems, particularly in the later stages of the customer decision journey, when sales is overly protective of their opportunities and marketing is unsure of its role in helping prospects take the final steps.

Latest Episodes

  • Helping Relationships: Selling to B2B Buyers in a B2C World

    Episode 50 November 17, 2022

    Helping Relationships: Selling to B2B Buyers in a B2C World

    In today’s episode of Aligned, our host Sean talks with the Sales Evangelist, Donald Kelly, to discuss late-stage sales, self-help, and five application models that you can apply to late-stage selling.

    Listen Now
  • Helping Relationships: Understanding the Buyers Point of View

    Episode 49 November 2, 2022

    Helping Relationships: Understanding the Buyers Point of View

    In today’s episode of Aligned, our host Sean talks with the Sales Evangelist, Donald Kelly, to discuss late stage sales and explore the best practice of building frictionless buyer journeys and understanding the buyers point of view.

    Listen Now
  • Countering: Sell Backwards

    Episode 48 October 18, 2022

    Countering: Sell Backwards

    In today’s episode of Aligned, our host Sean continues his conversation with the Sales Evangelist, Donald Kelly, to discuss the centricity model and how limiting bad customer behaviors can help generate more sales for your organization.

    Listen Now
  • Countering: The Customer Isn't Always Right

    Episode 47 October 10, 2022

    Countering: The Customer Isn't Always Right

    Sales and marketing alignment is critical for middle-market companies to either expand into enterprise territory or increase revenue for long-lasting company success. In today’s episode of Aligned, our host Sean is joined by the Sales Evangelist, Donald Kelly, to discuss the centricity model and how limiting bad customer behaviors can help generate more sales for your organization.

    Listen Now
  • Environment Management: Gifts and Late-Stage Sales

    Episode 46 September 20, 2022

    Environment Management: Gifts and Late-Stage Sales

    When it comes to building relationships between a buyer and seller, gift-giving is a powerful and useful tactic that benefits both parties. But how can we successfully implement gift-giving without excess spending on prospects that don’t end up buying? In today’s episode of Aligned, Sean wraps up his three-part series with Donald Kelly by discussing proper gift-giving and how any seller can build and maintain relationships with their prospects.

    Listen Now
  • Environment Management: Cues and Buyer's Retreat

    Episode 45 September 13, 2022

    Environment Management: Cues and Buyer's Retreat

    Even when a buyer is satisfied with their current provider of a service, 80% will still consider buying elsewhere. How can sellers build value and demonstrate the effectiveness of an organization to late-stage clients? In today’s episode of Aligned, Sean continues his three-part series with Donald Kelly discussing how to manage and build effective environmental controls to close more deals.

    Listen Now
  • Environment Management: Keys to a Scalable Sales Pipeline

    Episode 44 August 18, 2022

    Environment Management: Keys to a Scalable Sales Pipeline

    In the end, the goal of every sales and marketing department is to help their organization close more deals. But did you know six key elements can help manage how a professional relationship operates? In today’s episode of Aligned, Sean is joined by sales expert and founder of The Sales Evangelist Donald Kelly in the first of a three-part series to learn how to apply a framework to build and maintain scalable sales pipelines.

    Listen Now
  • Marketing Myths and Misconceptions

    Episode 43 July 25, 2022

    Marketing Myths and Misconceptions

    On today’s episode of Aligned, Sean is joined by digital marketing devotee Ed Rusch. Ed is passionate about customer experiences and is the current CMO of Blue Ridge. In a three-part series, Ed will articulate his major takeaways from his years of experience in the marketing space. Today’s topic? Common myths and misconceptions of executive-level marketing.

    Listen Now
  • Mastering Rewards to Close More Deals

    Episode 42 July 5, 2022

    Mastering Rewards to Close More Deals

    Both sellers and marketers can and should use reward-driven behavior to establish rapport and build relationships with potential buyers. In today’s episode of Aligned, Sean is joined by the founder and Chief Evangelist of The Sales Evangelist, Donald Kelly, to discuss his take on reward-driven behavior and how marketing and sales departments can implement it into existing methodologies.

    Listen Now
  • The Next Steps: Working with Net Promoter Scores to Fuel Growth

    Episode 41 June 22, 2022

    The Next Steps: Working with Net Promoter Scores to Fuel Growth

    A net promoter score is one of the best market research metrics available. With it, you can determine if a user is a potential promoter of the product, service, or company. In today’s episode of Aligned, Sean interviews research professional and founder of Thoughtful Research Erin Sowell and Fitzmartin’s Anna Svarney to discuss the utility of a net promoter score and why middle-market leaders should research before making decisions.

    Listen Now
  • The Missing Link to More Revenue: Standing up a SDR Department - Part 3

    Episode 40 June 7, 2022

    The Missing Link to More Revenue: Standing up a SDR Department - Part 3

    Today’s episode of the Aligned Podcast continues Sean’s discussion with guest Ed Rusch, Chief Revenue Officer at Deck Commerce, to understand the best way to construct a high-functioning SDR department.

    Listen Now
  • The Missing Link to More Revenue: Standing up a SDR Department - Part 2

    Episode 39 May 24, 2022

    The Missing Link to More Revenue: Standing up a SDR Department - Part 2

    Today’s episode of the Aligned podcast continues into part two of our three-part series featuring Ed Rusch. Ed has served as Chief Marketing Officer for several different companies, and his efforts yielded significant parts of their success. In this series, he and Sean discuss the importance of finding a happy medium between sales and marketing alignment.

    Listen Now
  • The Missing Link to More Revenue: Standing up a SDR Department - Part 1

    Episode 38 May 10, 2022

    The Missing Link to More Revenue: Standing up a SDR Department - Part 1

    Today’s episode of the Aligned podcast launches a three-part series featuring Ed Rusch. Ed has served as Chief Marketing Officer for several different companies, and his efforts yielded significant parts of their success. In this series, he and Sean discuss the importance of finding a happy medium between sales and marketing alignment. 

    Listen Now
  • How a Data-Driven View and Integrated Toolset Impacts the Full Sales Cycle - Part 2

    Episode 37 April 26, 2022

    How a Data-Driven View and Integrated Toolset Impacts the Full Sales Cycle - Part 2

    In today’s episode of Aligned, we continue our conversation featuring FitzMartin’s Sean Doyle and Hubspot’s Jordan Benjamin. In this second-part conversation, Jordan discusses the importance of understanding how data-driven decisions and an integrated toolset impact your sales cycle.

    Listen Now
  • How a Data-Driven View and Integrated Toolset Impacts the Full Sales Cycle - Part 1

    Episode 36 April 13, 2022

    How a Data-Driven View and Integrated Toolset Impacts the Full Sales Cycle - Part 1

    Today’s episode of Aligned is a section from Fitzmartin’s webinar featuring Hubspot’s Jordan Benjamin and Fitzmartin’s Sean Doyle to discuss what Presidents, CEOs, and any middle-market leaders need to know when analyzing technology solutions.

    Listen Now
  • When to Outsource: Prospecting Alignment for Sales and Marketing

    Episode 35 March 29, 2022

    When to Outsource: Prospecting Alignment for Sales and Marketing

    Outsourcing and hiring new talent is a natural outgrowth of scaling a business. But how can a small or mid-sized company do this process effectively while retaining a full funnel? In today’s episode of Aligned, Sean is joined by the founder of Sales Schema, Dan Englander, to hear his thoughts on the issue.

    Listen Now
  • The Death of the Cookie: Understanding Internet Privacy - Part II

    Episode 34 March 15, 2022

    The Death of the Cookie: Understanding Internet Privacy - Part II

    Today’s episode of Aligned continues Sean and guest Will Riley’s discussion on internet privacy changes and what it means for your marketing efforts in 2023. As a RevOps expert, Will shares his (inadvertent) first hand experience with terms of use issues and how you, as a marketer or business owner, can protect your company.

    Listen Now
  • The Death of the Cookie: Understanding Internet Privacy - Part I

    Episode 33 March 1, 2022

    The Death of the Cookie: Understanding Internet Privacy - Part I

    As the third-party digital cookie begins to crumble, what does that mean for marketing professionals? In today’s episode of Aligned, Sean and FitzMartin’s Revenue Operations Director Will Riley discuss the implications of upcoming internet privacy changes and outline tactics to maintain effective digital marketing in 2023.

    Listen Now
  • The Art of Storytelling: Part II

    Episode 32 Feb 15, 2022

    The Art of Storytelling: Part II

    Continuing from our last episode, today’s episode of Aligned is the second half of Sean’s conversation with Taylor on storytelling. Check out the episode to learn how you, as a business executive or marketer, can implement storytelling best practices into your business. (And be sure to check out the previous episode for the entire conversation.)

    Listen Now
  • The Art of Storytelling: Part I

    Episode 31 Feb 1, 2022

    The Art of Storytelling: Part I

    In today’s episode of Aligned, we’re taking a look through the Aligned Archives to relisten to Sean’s conversation with commercial film director Taylor Robinson in this two-part episode. The topic? The art of storytelling.

    Listen Now
  • How and Why You Must Prioritize The Development of Employees

    Episode 30 Jan 12, 2022

    How and Why You Must Prioritize The Development of Employees

    On today’s episode of Aligned, we’re rerunning a fan-favorite episode featuring Sean’s interview with Luke Allen, President of OHD, about finding, developing, and retaining A-level employees. As we enter the new year, fostering positive relationships with your team is critical to creating the culture and atmosphere that retains them.

    Listen Now
  • We Overlook Emotional Value Despite Its Importance to Our Clients

    Episode 29 Jan 10, 2022

    We Overlook Emotional Value Despite Its Importance to Our Clients

    B2B professionals often focus exclusively on revenue gain and cost reduction as ways to provide value to customers, overlooking an incredibly useful value proposition: emotional value. In today’s episode of Aligned, Sean discusses the importance of delivering value to customers to drive sales, utilizing several frameworks to understand just how you can develop and showcase value as an organization.

    Listen Now
  • Why Your Company Must Proactively Seek Great Talent

    Episode 28 Dec 30, 2021

    Why Your Company Must Proactively Seek Great Talent

    In today’s episode of Aligned, Sean is pulling a fan-favorite episode from the archives: his conversation with Luke Allen about how to attract, develop and retain talent. Luke Allen is the CEO of OHD, an international company specializing in inside sales, outside sales, and sales reps.

    Listen Now
  • Looking Back/Looking Forward - The Secret To Closing More Deals

    Episode 27 Nov 29, 2021

    Looking Back/Looking Forward - The Secret To Closing More Deals

    The ultimate goal for salespeople is pretty simple - to close more deals. But how do we make that happen? Today’s episode of Aligned is a rerun of Sean’s guest appearance on The Sales Evangelist Podcast hosted by Donald Kelly. The pair discusses the science-based approach to sales and marketing (and the alignment between the two) that Fitzmartin specializes in to drive revenue for clients.

    Listen Now
  • The Power of Revenue Operations For Small-to-Medium Sized Businesses

    Episode 26 NOV 11, 2021

    The Power of Revenue Operations For Small-to-Medium Sized Businesses

    On today’s episode of Aligned, we’re pulling out an all-time favorite episode featuring our first episode with Will Riley that benefits virtually any business owner looking for simple changes that can lead to high impact across your business’s performance. The secret? Revenue operations!

    Listen Now
  • Why Frameworks Are Necessary for the Creative Mind

    Episode 25 Nov 2, 2021

    Why Frameworks Are Necessary for the Creative Mind

    We know it goes against the typical belief. So how does structure liberate creativity? For any group of people, whether an acting troupe, a film set or a marketing department, operating within a framework is the key to creating content that best reaches your set goals. On today’s episode of Aligned, Sean is joined by actor, writer, producer, coach, and speaker Michael Allosso to discuss why structure doesn’t limit creativity; it liberates it.

    Listen Now
  • Applying Incrementalism to Develop Sustainable Company Growth

    Episode 24 Oct 19, 2021

    Applying Incrementalism to Develop Sustainable Company Growth

    In the conclusion of Sean’s series with Blue Ridge’s CMO, Ed Rusch, Ed and Sean discuss the importance of incrementalism. In a field filled with explosive growth, particularly one burgeoning with new technology, tactics, and strategies, finding a route to sustainable but progressive growth is necessary to achieve lasting success.

    Listen Now
  • Macroeconomic Marketing: Using Financial Systems to Guide Marketing Strategy

    Episode 23 Oct 5, 2021

    Macroeconomic Marketing: Using Financial Systems to Guide Marketing Strategy

    Marketing has universal truths that guide how to operate best to marketing initiatives. Today’s episode of Aligned is a continuation of our conversation with guest Ed Rusch. He and Sean discuss how these truths, which Ed discovered by working in the supply chain for oil and gas, can be applied for any marketing strategy.

    Listen Now
  • Marketing Myths and Misconceptions

    Episode 22 Sept 21, 2021

    Marketing Myths and Misconceptions

    On today’s episode of Aligned, Sean is joined by digital marketing devotee Ed Rusch. Ed is passionate about customer experiences and is the current CMO of Blue Ridge. In a three-part series, Ed will articulate his major takeaways from his years of experience in the marketing space. Today’s topic? Common myths and misconceptions of executive-level marketing.

    Listen Now
  • The Art of Storytelling: Part 2

    Episode 21 Sept 07, 2021

    The Art of Storytelling: Part 2

    Continuing from our last episode, today’s episode of Aligned features another conversation with Taylor on storytelling. Check out the episode to learn how you, as a business executive or marketer, can implement storytelling best practices into your business.

    Listen Now
  • The Art of Storytelling: Part 1

    Episode 20 Aug 24, 2021

    The Art of Storytelling: Part 1

    Storytelling isn’t just a way to share your business’s stories and information; it’s a way to connect with audiences. It’s a way to make connections between you, your products, and the emotions you elicit in your audience. In today’s episode of Aligned, Sean is joined by commercial film director Taylor Robinson in this two-part episode to discuss the art of storytelling.

    Listen Now
  • One Simple Strategy to Add Value to Customers in Meaningful Ways

    Episode 19 Aug 6, 2021

    One Simple Strategy to Add Value to Customers in Meaningful Ways

    Today’s episode of Aligned is all about: value. But what does value even mean? From a practical standpoint, value leads to increased margins, more effective sales, and increased revenue. But value isn’t just practicality; there’s a depth involved. Sean Doyle dives into the meaning of value and how to provide that value for clients and customers.

    Listen Now
  • Relationships Are Tricky, But The One Between Sales and Marketing Shouldn't Be

    Episode 18 July 22, 2021

    Relationships Are Tricky, But The One Between Sales and Marketing Shouldn't Be

    On today’s episode of Aligned, Sean is rejoined by President of OHD Luke Allen to discuss the sales and marketing relationship. The two departments are often thought of as a water and oil mixture - two necessary components that don’t work well together. In today’s episode, we’re going to find out why (and how to change it.)

    Listen Now
  • How to Foster Innovation to Drive Company Strategy

    Episode 17 July 14, 2021

    How to Foster Innovation to Drive Company Strategy

    Will and Sean conclude their 5 for 15 Rev Ops series with the discussion of a critical (yet often unrecognized) component of business development: innovation. But how does innovation play into revenue operations? Check out today’s episode of Aligned to find out.

    Listen Now
  • Strategy or Tools? How to Navigate the Right Marketing Technology Solution(s)

    Episode 16 June 22, 2021

    Strategy or Tools? How to Navigate the Right Marketing Technology Solution(s)

    As we wrap up our series on revenue operations, it’s time for a conversation about a driving force behind the expansion and problem-solving for businesses: marketing technology.

    Listen Now
  • The Importance of Customer Success When Creating Marketing Initiatives

    Episode 15 June 1, 2021

    The Importance of Customer Success When Creating Marketing Initiatives

    On today’s episode of Aligned, we’re entering part three of our five and fifteen series about revenue operations. Specifically, this episode focuses on customer success.

    Listen Now
  • Why the Handoff Between Marketing and Sales is So Important

    Episode 14 May 18, 2021

    Why the Handoff Between Marketing and Sales is So Important

    This is part two of an ongoing conversation about Rev Ops and why it’s such a big focus right now. Sales and marketing alignment is tied to revenue. Today we’re talking about the stage when someone has moved from preparing to buy to actually taking action.

    Listen Now
  • Address Front-of-the-Funnel Demand Generation to Begin Improving Rev Ops

    Episode 13 May 4, 2021

    Address Front-of-the-Funnel Demand Generation to Begin Improving Rev Ops

    This conversation is part of our continuing discussion around revenue operations and why it’s such a big focus right now. Rev ops is a function that consolidates, organizes, and improves communication between three teams that are typically siloed: marketing, sales, and customer success.

    Listen Now
  • The Power of Revenue Operations for Small-to-Medium Sized Businesses

    Episode 12 April 20, 2021

    The Power of Revenue Operations for Small-to-Medium Sized Businesses

    Will Riley is an expert on revenue operations here to discuss why businesses should care about revenue operations and to explain what it does and why it’s booming. This conversation is the first of five more to follow about rev ops.

    Listen Now
  • We Overlook Emotional Value Despite Its Importance To Our Clients

    Episode 11 April 06, 2021

    We Overlook Emotional Value Despite Its Importance To Our Clients

    Though we often focus immediately on revenue gain and cost reduction, we tend to overlook emotional value despite its importance to our clients. It’s a little-used lever that can help them improve their standing with their bosses and that can help us close deals.

    Listen Now
  • The Value of Culture in Retaining Great Talent

    Episode 10 March 16, 2021

    The Value of Culture in Retaining Great Talent

    Continuing our series on sales culture and talent, we’re talking with Luke Allen about retaining great talent on the heels of our discussions about attracting and developing that talent.

    Listen Now
  • How and Why You Must Prioritize the Development of Employees

    Episode 9 March 02, 2021

    How and Why You Must Prioritize the Development of Employees

    Luke Allen, President of OHD, and an expert in sales culture, returns to follow-up on the Attract episode, in which he and Sean Doyle discussed how to bring in A-players. The next part of the conversation centers around how to develop those people.

    Listen Now
  • Why Your Company Must Proactively Seek Great Talen‪t‬

    Episode 8 February 16, 2021

    Why Your Company Must Proactively Seek Great Talen‪t‬

    Today’s conversation offers three sets of ideas about sales culture, and specifically about how to attract, develop, and retain talent.

    Listen Now
  • Good Company Culture Will Improve Your Sales Force

    Episode 7 February 09, 2021

    Good Company Culture Will Improve Your Sales Force

    Sean Doyle and Luke Allen discuss sales culture, which has become an important conversation in the workplace, in coaching, and in consulting because it’s another lever we can pull.

    Listen Now
  • The Value Triad

    Episode 6 May 20, 2020

    The Value Triad

    An exploration of sales technique that goes beyond selling based on promises of increased revenue or decreased costs.

    Listen Now
  • Terrible Sales Emails

    Episode 5 May 18, 2020

    Terrible Sales Emails

    Sean Doyle and Lee Knight share some of the more poorly written sales emails they’ve received lately, and provide insights to help you improve your own writing.

    Listen Now
  • Sales Enablement

    Episode 4 February 26, 2020

    Sales Enablement

    Anna Svarney, Will Riley and Sean Doyle discuss the growing use of “sales enablement” to drive more conversions of late-stage sales opportunities.

    Listen Now
  • The Role of Marketing in Late-Stage Sales, Part 2

    Episode 3 January 27, 2020

    The Role of Marketing in Late-Stage Sales, Part 2

    Sean and Luke Allen continue their conversation about challenges and opportunities for marketing in closing late-stage prospects.

    Listen Now
  • The Role of Marketing in Late-Stage Sales, Part 1

    Episode 2 December 17, 2019

    The Role of Marketing in Late-Stage Sales, Part 1

    Sean speaks with Luke Allen, SVP of Occupational Health Dynamics (OHD) about challenges and opportunities for marketing in closing late-stage prospects.

    Listen Now
  • Marketing Technology: Making Sense of the Madness

    Episode 1 May 31, 2019

    Marketing Technology: Making Sense of the Madness

    Sean talks with Lori Sullivan, marketing director at Fleetio, about building a marketing team, and the central role of marketing technology.

    Listen Now
  • Title

    Episode 12 April 20, 2021

    Title

    Subtitle

    Listen Now
  • The Missing Link to More Revenue: Standing up a SDR Department - Part 2

    Episode 39 May 24, 2022

    The Missing Link to More Revenue: Standing up a SDR Department - Part 2

    Today’s episode of the Aligned podcast continues into part two of our three-part series featuring Ed Rusch. Ed has served as Chief Marketing Officer for several different companies, and his efforts yielded significant parts of their success. In this series, he and Sean discuss the importance of finding a happy medium between sales and marketing alignment.

    Listen Now

Guest Appearances

FitzMartin CEO and Founder, Sean Doyle, makes regular guest appearances on shows throughout the podcasting world focused on sales & marketing issues. You can check out his most recent appearances here.


Never miss an episode

Aligned is a podcast for executives of emerging middle-market companies looking for new ways to leverage sales and marketing for more revenue.

Subscribe below to receive updates.


Let’s Connect

If you are looking for clear, measurable and repeatable steps to unite your sales & marketing efforts and produce more, and more-profitable, customers — we should talk.

Get In Touch