Digital Transformation Success

In an insightful conversation with CEO of Little Bird Marketing, Priscilla McKinney and guest, Dan Sperring with Align Software you’ll learn everything from recommended tech stacks, to the top lead generation strategies for B2B digital marketing.

With over two decades of experience in SaaS, mobile, and omni-channel marketing, Dan is a GTM thought leader focused on driving faster and more efficient growth for B2B go-to-market teams. As the Founder of Align Software, Dan leads a team that provides cutting-edge revenue intelligence solutions, empowering marketing execution across the customer lifecycle. Their goal is to help marketing teams create better-quality B2B digital marketing leads.

Here is a guide to help with common business term acronyms we used in this episode:

ICP – Ideal Customer Profile

TAM – Total Addressable Market

SaaS – Software as a Service

B2B – Business to Business (meaning business who specifically sell to other businesses)

MarTech – Marketing Technology

GTM – Go to Market

CAC – Customer Acquisition Cost

CRO – Chief Revenue Officer

According to Dan, the path for the marketing leader to be the best help to the GTM team starts with including the finance team. Unfortunately, many make the mistake to keep the finance department far away from the marketing department. But leaning into the relationship with the finance leaders leads to a better understanding of what customers are driving the growth in the organization. This valuable information brings the team together as they understand how each department plays a role in achieving and exceeding quarterly goals.

Dan built AlignICP for people who are accountable for revenue and growing their company. This software provides the right metrics at the right time to make key decisions on where to spend efforts to create efficient growth engines. 

Listen in, and learn how to avoid the number one mistake Dan sees SaaS companies make. And don’t miss his recommendation The Science of Scaling by Mark Roberge, previously of HubSpot.


Episode Sponsor Highlight: 


Priscilla McKinney, CEO at Little Bird Marketing, is excited to announce the release of her much-anticipated book, “Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind.” The book’s chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today’s complex business landscape. Visit for more information.

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