Sales and marketing alignment is talked about constantly, yet it remains one of the biggest recurring headaches in B2B go-to-market. Weekly syncs and shared dashboards rarely solve the tension, especially in long, complex sales cycles.
In this episode of Astrad Talks, host Daniel Macia sits down with Yulia Olennikova, Senior Manager of Product Evangelism & Social Selling and former Head of Marketing at N.Rich, to unpack how their team stopped talking about alignment and rebuilt their entire GTM engine around a framework called Mixbound.
We dive deep into:
What sales and marketing misalignment actually looks like on the ground
Why shared dashboards and generic "we're all responsible for revenue" goals consistently fail
The data behind Mixbound: comparing pure inbound, pure outbound, and accounts touched by both
Why marketing focused on qualified pipeline conversion while SDRs kept lead volume targets
The true turning point of alignment: restructuring compensation instead of just tweaking process
Practical advice for B2B teams wanting to fix pipeline friction without expecting overnight miracles
Whether you run demand gen, sales development, or full-funnel ABM, this conversation delivers an honest, practical look at what it takes to get sales and marketing moving in the exact same direction.
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