What’s One Fundamental Thing About B2B Sales and Marketing That You Would Fix?

For today’s Friday vlog, I want to share a quick video that will forever change the way you think about your relationship with customers. I asked my good friend Katie Martell “What’s one fundamental thing about B2B Sales and Marketing that you would fix, and why?”

Katie has worked with and consulted for some of the top B2B brands around, which made her perfect for this question. Her answer was pure gold, and I just had to share it with you.

Without further adieu, here’s Katie.



Hey, guys, Brandon Redlinger here, Director of Growth at Engagio, and today I’m posing a question to my friend Katie Martell. Now, Katie is one of the best on-demand B2B marketers out there.
Katie, what is one fundamental thing about B2B sales and marketing that you would fix, and why?


Hey, Brandon, and thanks so much for asking. There is one thing about B2B sales and marketing that I’ve always felt is a little bit strange, and it’s how we talk about our relationship with customers. We kind of sound like we’re at war with them, like in a quest for world domination or market domination.

We’re penetrating new accounts. We’re landing and expanding at our key targets. And opportunities in sales become battles that must be won at all costs.

The thing is, we’re not exactly invading Greenland; we’re selling software. We’re not conquering nations; we’re trying to build value for buyers.

And so I’ve never quite understood this terminology. Plus, if you’re a buyer,  you don’t want to do business with someone when you’re feeling attacked by them.

Look, the only thing that we should be battling is our competition, not our customers. We need to see our relationship and describe it in a way that suggests mutual collaboration, not hand-to-hand combat.

I say make money, not war.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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