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Thought Leadership-Driven Growth: Rethinking Sales and Marketing for the Next Generation with Kelli Schutrop
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#18: In today's B2B world, the traditional divide between sales and marketing is holding companies back—and "growth at all costs" tactics are losing their edge.
In this episode of Growth Activated, I’m joined by Kelli Schutrop, a sales and marketing leader who’s built her own playbook for modern B2B growth—rooted in strategic alignment, thought leadership, and expert visibility.
We’ll dive into:
- Why sales and marketing alignment alone isn’t enough for today’s B2B marketing leaders
- How leading companies use thought leadership to build brand AND pipeline
- Practical ways to map your buyer journey—and align your content, sales strategies, and messaging at every stage
- Why modern marketing leaders need to drive unified go-to-market motions that are customer-centered, revenue-aligned, and built to last
Whether you're building your first integrated sales + marketing strategy or leveling up a mature GTM engine, this conversation is packed with insights to help you rethink your growth strategy for the next generation.
Hit play and get ready to activate a smarter, stronger B2B growth strategy!
Let’s Keep the Conversation Going!
Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business.
🌐 Visit my website: growthactivated.com
🔗 Connect with me on LinkedIn: Mandy Walker
🔗 Get Your Free Marketing Planning Guide Today!
Don’t forget to subscribe to Growth Activated and share this episode with fellow marketing leaders. Let’s activate growth—together!
Chapters
1. Welcome to Growth Activated: Elevating B2B Marketing Leadership (00:00:00)
2. Rethinking Sales and Marketing Alignment for Modern B2B Growth (00:00:28)
3. Building a Unified Go-to-Market Strategy: Shared Goals, Shared Wins (00:01:24)
4. Kelli Schutrop's Career Journey: From B2B Marketing to Fractional Leadership (00:03:17)
5. Why Thought Leadership-Driven Selling is Winning in B2B Sales and Marketing (00:08:02)
6. When Sales and Marketing Partnerships Work (and When They Don’t) (00:10:29)
7. Understanding the B2B Buyer Journey: Top, Middle, and Bottom of Funnel Alignment (00:13:48)
8. Target Account Demand Generation: A Smarter Way to Build Pipeline (00:20:10)
9. Buyer Journey Mapping: The Secret Weapon for Sales and Marketing Teams (00:21:31)
10. Quick Wins for B2B Marketing Leaders: Closing Gaps and Driving Strategic Growth (00:32:09)
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