Too often, marketing and sales operate like rival bands playing different songs. In this conversation with Steven MacDonald, I share why I believe marketing should be the bass player of the organization, quietly setting the rhythm that keeps everyone in sync, especially when it comes to Customer Experience.
We dive into how B2B companies can borrow lessons from B2C, the importance of aligning urgency with strategy, and why a truly customer-centric approach requires cross-functional harmony, not silos.
What does “marketing as the bass player” mean?
In this conversation with Steven MacDonald (contentstrategies.io), Oriol Guitart argues that marketing should be the bass player of the organization: not the loudest instrument, but the one that sets the rhythm and keeps sales, product and customer experience in sync. The video covers:
- What B2B can borrow from B2C customer-centric thinking.
- How to align short-term urgency with long-term strategy.
- Why real customer-centricity needs cross-functional harmony, not silos.
Marketing’s job isn’t to play the loudest solo, it’s to hold the groove that lets the whole band sound like one.
🎥 Watch the full video below and let me know what resonates.
Hope you enjoyed the conversation. If it sparked any thoughts (or if you’ve lived through your own version of the marketing vs. sales disconnect), I’d love to hear from you. Drop a comment below or reach out directly. Always up for continuing the conversation.
This videopodcast is part of contentstrategies.io and their LinkedIn company page, where Steven MacDonald hosts deep-dive conversations with B2B leaders. Their Voice-of-the-Customer-as-a-Service (VoCaaS) model turns ABM podcasting into a growth engine, turning insights from ICPs into real-time GTM strategy, customer trust, and revenue impact.
