Brandon Salisbury, Chief Revenue Officer at Tilt, explains how shared revenue accountability brings sales and marketing together around the same outcomes. He connects customer research, early buyer education, and stage-based measurement to a more coordinated go-to-market strategy. Drawing on his experience across both functions, he also shares why strong fundamentals and committed investment matter more than chasing the latest tools.
“We wanted to make sure that we viewed our departments almost like a revenue factory. Marketing is going out, generating and creating these opportunities that we're then handing off and passing to sales. The goal of this product is to sell it and to attract and retain customers. Starting from there, we're able to align on the metrics that really matter.” - Brandon Salisbury
What changes when marketing and sales share responsibility for revenue? Brandon explores how Tilt connects pipeline commitments, buyer education, and customer insights to business performance. He explains why brand investment needs different expectations from demand generation, how buyer-stage metrics reveal obstacles, and why a validated ABM strategy deserves focused resources rather than divided attention.
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