“Building an Aligned and Successful B2B Organization: Insights from The CRO of the Year and CMO”

From an interview with Shawn Conahan, CRO of the Year, and Tristan Barnum, CMO at Wildfire.

Introduction: Alignment is Cultural

A recent podcast interview with Shawn Conahan, CRO of the Year, and Tristan Barnum, CMO at Wildfire, provided valuable insights into creating alignment and driving success in B2B organizations. The conversation covered several themes related to culture, deal flow processes, internal incentives, recommendations for working together across the buyer’s journey, stalled deals, and the client’s long-term success.

The alignment between marketing and sales is a perennial challenge for B2B companies. However, Shawn Conahan (CRO of the Year) and Tristan Barnum (CMO) have shown that overcoming this challenge and creating a successful partnership is possible. They have built a high-performing team committed to their client partners’ success by fostering trust, collaboration, co-ownership, and a shared vision.

“We have a culture of freedom and responsibility. Not every company has that, but we tell our entire team on a periodic basis, remember that you have the freedom to do whatever it is that you want within the constraints of what we’re trying to accomplish here.” – Shawn Conahan, CRO of the Year

Tristan explained, “Wildfire has invested heavily in nurturing a positive culture where employees feel valued. Regular alignment meetings, transparency from leadership, and a shared vision foster this culture.”

Tristan emphasized that the team’s aligned perspective contributes significantly to the company’s success.

Establishing a Company Culture for Everyone’s Success

Shawn and Tristan talk about viewing clients as partners and providing them with a complete solution. This consultative approach positions the company as an ally versus just a vendor. Fostering a “no blame” culture focused on learning from failures was also discussed as an important philosophical pillar.

They talk about successfully creating a positive and supportive internal culture to which Tristan attributes roughly 50% of the business’s success. 

“We have incredible morale. We have a wonderful culture. We root for each other. We celebrate each other’s successes.” – Tristan Barnum, CMO

They highlight the key elements of their culture, including freedom and responsibility, transparency, and alignment. They emphasize the value of trust and empowerment, allowing their team to make decisions and learn from their failures. The interview provides insights into how companies can cultivate a strong culture that fosters employee morale and business success.

“With great freedom comes great responsibility. Good decision, good. Bad decision, good. No decision, bad.” – Shawn Conahan, CRO of the Year

Rethinking Incentives and Compensation (No Quotas)

Wildfire focuses on rewarding long-term success over short-term sales. As Shawn explained, this promotes building lasting client relationships versus transactional sales. It also encourages bringing the right partners (clients) aligned with Wildfire’s model.

“We are we are incentivizing for the long term. There are no monthly, quarterly, or annual quotas here at Wildfire.” – Shawn Conahan, CRO of the Year

Their team structure involves overlapping functions, where the business development team remains involved throughout the entire process. They incentivize their team with long-term incentives and subjective bonuses based on the quality of the deals. The goal is to make their partners as successful as possible, focusing on slow and steady growth rather than quick wins. 

“We focus on the quality of the deal, not necessarily the quantity of the deals closed.” – Tristan Barnum, CMO

Wildfire’s sales and business development approach offers a revitalizing departure from the conventional sales model, primarily focusing on nurturing enduring relationships, encouraging teamwork, and rewarding excellence over mere quantity.

A Buyer’s Journey Process for Stalled Deals

Shawn and Tristan discuss the common issue of stalled deals in sales and how to overcome them. They emphasize the importance of having a defined process and clear communication to keep deals moving forward. By providing a step-by-step plan and acting as a partner to potential customers, sales teams can help them navigate the complex decision-making process within their own organizations. 

“The most effective thing that a CRO, or anyone in sales leadership, can do differently that has run into stalled deals is just bring a process, and the buyer will absolutely appreciate you for it.” – Shawn Conahan

Tristan emphasizes the significance of marketing in averting deal stagnation. Marketing plays a pivotal role in this regard by understanding the buyer’s pain points and communication preferences, enabling the creation of customized content that opens doors to new opportunities, and ensuring the continuous progress of deals.

Creating a well-structured process and cultivating teamwork among sales, marketing, and customer success teams can substantially benefit organizations. To begin, it can result in heightened efficiency and productivity. A well-defined roadmap empowers sales professionals to navigate the sales funnel more efficiently, reducing the time devoted to stagnant deals. Furthermore, through attentive listening and the ability to adjust marketing strategies, potential obstacles can be identified and proactively addressed, leading to a more streamlined sales process.

Conclusion

The alignment between marketing and sales is a perennial challenge for B2B companies. However, Shawn Conahan (CRO of the Year) and Tristan Barnum (CMO) have shown that overcoming this challenge and creating a successful partnership is possible. They have built a high-performing team committed to their client partners’ success by fostering trust, collaboration, co-ownership, and a shared vision.

The unique compensation structure at Wildfire, which focuses on long-term incentives, has helped to create a culture of collaboration and a commitment to the ongoing success of their clients (partners). This, combined with their open communication, daily standups, and a POV that the real work with clients only starts at the close of a deal from sales, is all part of the unique perspective that drives their success.

The insights from Shawn and Tristan underscore the need for alignment, collaboration, long-term thinking, and a customer-centric mindset in B2B companies. By focusing on culture, processes, incentives, and mindsets holistically, organizations can drive sustainable success. This podcast provided a blueprint for creating a thriving B2B organization in a rapidly evolving business landscapef