Masami Middleton

As a Principal Consultant with Symmetrics Group, Masami Middleton combines the customer focus and execution of a Marketing VP with the critical, data-driven orientation of a seasoned strategist. Masami is passionate about sales and marketing integration and helping organizations take a disciplined approach to defining sales and marketing process and enabling technologies. Over the last 25 years, Masami has served as a strategy consultant and marketing leader from Fortune 500 to start-up environments.

Recent Posts

Essential Ingredients for a Great Sales Kickoff Meeting

By Masami Middleton

It’s that time of year for many sales leaders -- time to gear up for the annual sales kickoff meeting.  Is this a dreaded or anticipated task at your organization?

Knowing the opportunity costs of pulling your reps out of the field and the expectation of value that comes with that, we’ve rounded up perspectives on what makes a great SKO from twelve sales leaders, sellers, and executives from marketing, product, learning and development, and outside consultants. 

We asked each about an essential ingredient or a highly effective agenda item they have seen work well based on their experience.  Thank you to our colleagues who contributed their insights! 

Topics: sales kickoff
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6 Strategies for Sales and Marketing Alignment

By Masami Middleton

Like oil and water, Sales and Marketing teams don’t always “mix” the way they’re supposed to, and at worst, will view each other with suspicion or blame. This is a sad and ironic truth, given that everything these two teams do should support a singular goal of growing revenue. 

The benefits of sales and marketing alignment are compelling.  Together, these teams have the potential to reduce the sales cycle, meet the needs of high value customers across their buyer’s journey, and directly link ROI to marketing initiatives.

Underscoring the importance of a blended marketing and sales skill set, Forrester Research says the most successful sales people will become hybrid marketers1. By 2020, the need for B2B salespeople will change to demand a more “consultative seller”.

How can Sales and Marketing work more effectively together? 

Based on our experience addressing these opportunities for clients, and our first-hand experience with marketing and sales collaboration at Symmetrics Group, here are 6 strategies for achieving sales and marketing alignment.

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