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The Science of Marketing and Sales Alignment w/ Peter Mollins [Episode 269]

Peter and I talk in depth about the alignment and communication between sales and marketing departments. And, how better collaboration at every stage in the sales funnel will lead to generating more revenue.

I’m excited to talk to my guest, Peter Mollins, CMO at KnowledgeTree.


Conversion rates off of MQL’s are often telling as to whether you’re targeting the right people. Or if sales has the right information.

Why are sales so skeptical of marketing assistance?

There is a new generation of marketers that have the foresight to focus more on the bottom of the sales funnel.

A Four Quadrant report identified that 20 stakeholders need to “nod their heads” on a standard B2B deal, rather than the more commonly held belief of 5.4 stakeholders. What’s Peter’s take on this?

How does marketing and sales collaboration work in effectively aligned environments? What are some of the best practices Peter has seen?

Is there a mismatch between the salesperson’s sense of how much value they provide and the customer’s perception of how much value they receive?

The only way sales will stop being skeptical about marketing content is by feeling they had an input into its creation.

The move toward the science of marketing and how it buttresses the art of selling is increasingly affecting bottom of funnel opportunity identification, and prioritization.

When in the buyer’s journey is a good time to send an implementation guide, and why?


What’s your most powerful sales attribute?

Market knowledge.

Who is your sales role model?

My father.

What’s one book that every salesperson should read?

The Challenger books.

What music is on your playlist right now?

I drive my kids to school so, in the morning it’s Taylor Swift. When I’m on my own, it’s news and podcasts – such as In Our Time by the BBC.