Strengthening Your Sales Relationship
Learn from Leslie Henthorn, CMO at Ironclad, about strengthening your relationship with sales, even when you have a strong inbound pipeline.
Digitize your contracts with Ironclad, the world’s #1 Contract Lifecycle Management (CLM) platform. Ironclad is the simple, secure way to create and collaborate on contracts, giving users an all-in-one, AI-powered experience. Every company runs on contracts, but managing these contracts slows companies down and costs them millions of dollars. L’Oréal, Mastercard, and other leading innovators use Ironclad to collaborate and negotiate on contracts, accelerate contracting while maintaining compliance. It’s the only platform flexible enough to handle every type of contract workflow: sales agreements, HR agreements, complex NDAs, and more. Ironclad recently reached a $3.2B Valuation with a $150M Series E Investment round. Ironclad’s innovation and work culture has been recognized by Forbes’ 50 Most Promising AI Companies in 2021, Fortune’s Best Small & Medium Workplaces 2021, One of 25 Highest-Rated Cloud Computing Company Employers by Battery Ventures and Glassdoor, Fast Company’s 2020 Best Workplaces for Innovators, Glassdoor’s best Machine Learning startup, Enterprise Tech 30 List, and is backed by leading investors like Accel, Y Combinator, Sequoia, and Bond. For more information, visit www.ironcladapp.com or follow us on LinkedIn and Twitter.
Guest Bio
Leslie Henthorn Howard is the CMO of Ironclad. With over 16 years experience in the tech space, she has in-depth experience as well as held multiple leadership roles in Marketing, Partnerships, and Go-to-Market Program Management. With proven success over the last 8 years at Twilio in building worldwide marketing programs; from large scale events, campaigns, and partner programs, to delivering high-impact sales and partner training programs in her 7 years at Cisco––she is a leader that loves a challenge and building strong teams. From strategy to execution she cares deeply about how her team supports strategic business initiatives, and loves to be a part of what drives company awareness, interest, pipeline and deal acceleration. Leslie is also a great speaker, mentor, and trainer.
Guest Bio
Leslie Henthorn Howard is the CMO of Ironclad. With over 16 years experience in the tech space, she has in-depth experience as well as held multiple leadership roles in Marketing, Partnerships, and Go-to-Market Program Management. With proven success over the last 8 years at Twilio in building worldwide marketing programs; from large scale events, campaigns, and partner programs, to delivering high-impact sales and partner training programs in her 7 years at Cisco––she is a leader that loves a challenge and building strong teams. From strategy to execution she cares deeply about how her team supports strategic business initiatives, and loves to be a part of what drives company awareness, interest, pipeline and deal acceleration. Leslie is also a great speaker, mentor, and trainer.
Episode Summary
This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts.
In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel.
Key Takeaways
- It’s important to get into the psyche of your target persona and to think about their frame of mind day-to-day.
- You need to nurture your sales relationship, even when you have a strong inbound pipeline.
- When working with influencers, it is important to find people that truly believe in the work that the company is doing and are genuine fans of the product.
Quotes
“We have tried to grow closer to sales and really support outbound in a way that marketing hasn't before. I think when you have a strong inbound funnel, sometimes your sales relationship isn't as strong as it should be. Yeah, you might be watching conversion and you might be watching how things are moving forward to pipeline, but it's easy to go like this after that. And when you start to understand that new business shouldn't drive your entire company strategy, that customer adoption, cross sell, understanding the logos you want to go after. This is something we've really been working on.”
Episode Highlights
Episodes Transcript
- It’s important to get into the psyche of your target persona and to think about their frame of mind day-to-day.
- You need to nurture your sales relationship, even when you have a strong inbound pipeline.
- When working with influencers, it is important to find people that truly believe in the work that the company is doing and are genuine fans of the product.
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