When does marketing really support sales? The Globema case study
Many B2B companies claim that marketing and sales go hand in hand. But only a few can really turn that into results. One example of a deliberate approach is Globema, a technology company where Tomasz Stradomski, Head of Marketing & Sales, has been successfully building processes that support effective collaboration for several years. In the latest episode of SUURowo o marketingu, he explained how to turn chaos into marketing and sales that work systematically and deliver measurable results.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
When marketing and sales work together (literally)
At Globema, marketing and sales are not two separate departments: they are one team, and Tomasz is responsible for both. As he admits, combining these functions lets him look at client communication much more broadly, from the first contact to the purchase decision. This structure helps eliminate a common problem in B2B: the lack of a smooth flow of information between marketing and sales.
Importantly, in this model marketing not only generates leads, but also takes part in the whole sales process. As a result, content is much more relevant, because it comes from real conversations with clients and concrete insights from the sales process.
Marketing that knows its technology
Working in a technology company requires more from a marketer than running campaigns efficiently. Tomasz points out that understanding the products, their architecture and the context in which they are used is the basis of effective communication. Only then can you explain simply what the client really gets, and why it matters to them.
That is why Globema's marketers stay close to the product teams, talk to clients regularly and collect feedback from the market. This data feeds not only content, but also product roadmaps.
Summary
In many B2B companies, marketing and sales operate separately, even if they formally "cooperate". At Globema this division doesn't exist. Tomasz Stradomski manages both areas as one team. This makes it possible to build a coherent process, from the first contact with the client to closing the deal. Globema's marketing stands out for its close collaboration with the product teams, and therefore for a deep understanding of the technology and the context in which it is used. The result is content that hits the mark.
Key lessons:
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