Our guest is Evgeniya Chernetskaya, CMO at Microsoft, responsible for marketing execution in 24 countries of Central and Eastern Europe and we discuss marketing and sales approach in the enterprise space.

During our conversation, we discussed the following topics:

• How marketing and sales are different in Enterprise vs SMB
• Can the sales team alone be successful?
• Pre-requisites for fruitful cooperation between marketing and sales. How to set it for success?
• Practical aspects of Account-based planning and execution
• Lead management and hand-off process between marketing and sales teams
• How to measure marketing impact on enterprise deals and how to keep both teams accountable?