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Why Business Development is the New Black: Insights from a Sales-CMO

by Loic Jeanjean on

I’m a B2B SaaS CMO with a sales background. I’m not your typical marketing executive. I’ve been in sales for most of my career, but about 10 years ago, I transitioned into marketing. And let me tell you, it’s been quite the ride.

Being a CMO with a sales background has its benefits. I understand the importance of lead generation, pipeline, and closing deals. I can speak the same language as the sales team, which reduces the silos between sales and marketing. Plus, I can identify what types of content and messaging will resonate with potential customers.

But there are also challenges. I have to keep reminding myself that marketing is not sales. It’s not just about closing deals; it’s about building a brand, creating demand, and nurturing leads. I need to understand the entire customer journey and create a cohesive strategy that aligns with the company’s goals.

As a CMO, I’m constantly balancing my sales background with my marketing responsibilities. Some days, I feel like I’m caught in the middle of two worlds. But I’ve learned that having a business development background can be a huge asset in today’s marketing landscape.

My team and I have had to adapt to new marketing technologies and strategies, but we’ve also been able to leverage our sales experience to create messaging and campaigns that resonate with our target audience. We’ve been able to create a seamless customer journey from lead generation to closed deal, which has resulted in higher conversion rates and happier customers.

So if you’re a salesperson thinking about transitioning to marketing, or if you’re a marketer who wants to better understand the sales process, don’t be afraid to embrace your background. It’s not always easy, but it can be incredibly rewarding.