We asked three sales leaders what kinds of calls marketing departments should sit in on

If you could have marketing sit in on one type of sales conversation every month, which would it be, and why that one?

Collin Cadmus

Founder - Collin Cadmus, LLC.

Joining sales calls or listening back to recordings is obvious advice. Practically everyone shares it, and orgs generally practice it.

But we used to hold something different at Aircall. We called it "support hours."

Each quarter, we'd require everyone in the company to join a technical support agent on live calls to actually assist users with the product in real time.

We wanted to embed all employees inside the product so they could learn small details and problems that would only be discovered by actual users.

Everyone should still listen to sales calls, but wider product expertise creates a truly customer-centric revenue organization.

Leslie Venetz

Founder - The Sales-led GTM Agency

A sales-to-CS handover call for a key account would be interesting.

It's a great opportunity to see the language two internal teams use with customers to describe the product and its benefits.

If I could pick a second call, it would be a tense renewal call so marketing hears real feedback about what isn't working and what value tipped the customer into ultimately renewing.

Davidson Hang

Head of Business Development - Untap Your Sales Potential

A discovery conversation with someone who’s interested but hasn’t decided the problem is worth solving yet.

That’s where marketing can hear the gap between what gets someone’s attention and what actually motivates them to change.

What are the little nuisances that make someone tick instead of theory:

Where it's real and raw? What have they already tried? What happens if they do nothing?

In sales coaching, someone might say they want to make more money — but underneath that is a desire to be present with their family or to stop feeling anxious every Sunday.

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