Closing a deal isn’t about one superstar channel swooping in to save the day - it really does take a village. In this episode of CMO Therapy, I sit down with the brilliant Vanessa Schotes, CMO at Enfuce to talk about why the endless “sales vs. marketing vs. partnerships” debate is holding so many companies back.
We dig into the reality that no single GTM channel works in isolation. Instead of playing the blame game (“Was this lead marketing’s? Or sales’?”), high-performing teams are figuring out how to orchestrate all their channels together for maximum impact. Of course, that’s easier said than done, especially when attribution models pit teams against each other and brand-building (which is critical for long-term growth) gets undervalued because it’s harder to tie directly to leads.
If you’ve ever wrestled with attribution headaches, budget fights, or proving the ROI of brand, you’ll want to tune in. This one’s packed with insights you can put into practice straight awayMusic clip by Filo Starquez, Divergence