Book

Yes, It’s Your Fault!

From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth

by John Eitel and Kelly Hopping

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A guide to the “unattainable”

"I’ve spoken to hundreds of go-to-market teams over the course of my career and one thing that eventually rears its ugly head is the lack of sales and marketing alignment. Teams are full of excuses about why they’re not aligned with very little knowledge of how to fix it. Kelly and John have pulled back the curtain on what has worked (and what hasn’t) for them. This is a great book for teams that understand the direct line from alignment to revenue, but don’t know where to start."
Sangram Vajre Author of WSJ best-selling book MOVE and CEO of GTM Partners

About the Book

Tired of the perpetual tug-of-war between your sales and marketing teams? “Yes, It’s Your Fault!” offers a no-nonsense approach to bridging the gap and driving true collaboration—once and for all. Demandbase Chief Marketing Officer Kelly Hopping and Chief Sales Officer John Eitel, seasoned experts in the field, dissect the root causes of misalignment and provide a roadmap for tangible progress to practitioners and aspiring leaders in the B2B world.

With engaging anecdotes and pragmatic insights, this book breaks down complex issues into manageable strategies. From overcoming the pitfalls of technology reliance to navigating the challenges of personality differences, Hopping and Eitel offer actionable steps to bring alignment to your organization.

Discover how to:

  • Understand the underlying dynamics fueling sales and marketing misalignment

  • Implement practical solutions without disrupting day-to-day operations

  • Cultivate a culture of collaboration and unity for long-term success

  • …and much more.

“Yes, It’s Your Fault!” is the go-to guide for transforming finger-pointing and blame into handshakes and accountability—and unlocking the full potential of your organization.

A MUST, MUST, MUST read

"If you are a CEO, lead a Sales or Marketing organization this is a MUST MUST MUST read. This book tackles, head on, the age-old challenge of aligning Sales and Marketing organizations and has been written by two of the most experienced individuals I know, in bridging that gap. If you are looking to lead a well-run, healthy and growing organization, these are the people you want to learn from. I couldn't recommend this book more!"
Amos Schwartzfarb CEO Coach, Consultant and Advisor

Glean from candid conversations between two seasoned sales and marketing leaders and discover how they’re learning to solve this persistent problem of sales and marketing misalignment. 

You’ll learn:

  • Why aligning your people is the #1 priority for success

  • How to align on metrics that matter

  • Why it’s essential to break down technology and data silos

  • How ABM can be a powerful unifier

Cutting through the alignment smoke and mirrors

"As someone who has led Sales and Marketing teams at companies doing hundreds of millions in revenue, I have always stressed the importance of sales and marketing alignment. This book highlights what I've been wanting to say for years. At different companies and different phases, I have experienced ways in which it worked well and others where it didn’t. I can’t think of two more qualified individuals to teach us about how to “do it right” than John and Kelly. When it comes to understanding sales and marketing alignment, this is a must-read!"
Max Altschuler General Partner at GTMfund

Meet the Authors

John Eitel

John Eitel

Demandbase CSO

John Eitel

Demandbase CSO

John Eitel is a technology-savvy, customer-focused executive with more than two decades of progressive sales, marketing, and operations leadership experience in intensely competitive enterprise technology markets. His breadth of experience across disciplines has given him a unique perspective on the importance of sales and marketing alignment. Over his tenure, John has built a strong track record of top-tier performance. As a result, he has been tapped to lead a number of high-level initiatives, including turning around some of the poorest performing teams in the country, building a large-enterprise sales unit from the ground floor, and launching new regions and products for a successful product-led growth startup.

John and his wife and their two sons live in Austin, where they are involved in their children's school and athletic programs and numerous charitable and civic endeavors. John received his bachelor’s of science from University of Texas at Austin and later earned an executive MBA.

Kelly Hopping

Kelly Hopping

Demandbase CMO

Kelly Hopping

Demandbase CMO

Kelly Hopping is a seasoned marketing and business executive, speaker, and author. She’s passionate about building world-class teams, generating and accelerating pipeline, differentiating and growing high-quality brands, empowering up-and-coming future leaders to thrive, and leading businesses through change and acceleration. As an experienced business executive and marketing leader, she’s had the opportunity to develop multiple marketing and business strategies across IT, including cloud, SaaS, and services.

Kelly holds an MBA from Harvard Business School and a Bachelor of Science in Industrial Engineering from Texas A&M University. She serves on the board of Empowering Women as Leaders Austin, is author of the book “Rising: How to Thrive as a Corporate Executive while Staying True to Yourself,” and is the host of NexGen CMO podcast. Kelly resides in Austin with her husband and three children.

Get your copy of this must-read guide to start improving your sales and marketing alignment today.

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