Uniting revenue teams with Michelle Urwin

Michelle Urwin, EVP of Marketing at Skai, joins the Radically Transparent podcast to share how marketing and sales leaders can align teams under a unified revenue strategy. She provides sharp insights on breaking down silos, optimizing go-to-market plans, and redefining metrics that drive growth and efficiency.

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Episode Summary

Have you ever wondered if breaking down the walls between sales and marketing could be the actual game-changer for organizational growth?

In this episode of Radically Transparent, Michelle Urwin, EVP of Marketing at Skai, shares her insights on creating real collaboration between these key teams. She dives into the challenge of siloed teams and the need for go-to-market alignment. She talks candidly about how ensuring each team works in unison is one of her biggest professional hurdles.

Michelle even breaks down how silos often emerge, making it tough for organizations to function as one cohesive unit. Michelle emphasizes throughout the show how redefining roles and responsibilities that foster a true “One Revenue” mindset is key, where sales, marketing, and product teams are aligned and focused on shared goals.

She also explains how returning to marketing basics is crucial for building a scalable go-to-market strategy. A key takeaway from this episode is Michelle’s fresh approach to measurement. She highlights the importance of shifting away from traditional metrics and adopting a more even revenue contribution model, providing the support teams need to succeed.

Hot Topics

• Navigating Siloed Teams: Michelle discusses the challenge of diverse teams working cohesively despite silos, advocating for a “One Revenue” mindset to align sales, marketing, and product teams toward shared goals.
• Scalable Go-to-Market Strategy: Emphasizing the importance of returning to core marketing principles—like defining target audiences and using ABM and inbound/outbound marketing strategies—Michelle dives into the value of building a flexible and scalable go-to-market strategy that supports long-term growth.
• Innovative Measurement and Sales Enablement: Michelle shares her approach to rethinking measurement by adopting a ⅓ sales, ⅓ marketing, and ⅓ revenue contribution model while highlighting the important role of sales enablement and product marketing in driving organizational success.

Meet Michelle

Skai‘s Global VP of Marketing, Michelle Urwin, has spent the past decade overseeing innovative customer and partner marketing, demand generation, brand marketing, corporate communications, and industry events in partnership with top advertisers, agencies, publishers, and advertising technology platforms.

A recognized international expert in retail media and omnichannel marketing, she created and hosts Skai’s highly popular original video series “Retail Media Thursdays,” which features the most influential leaders from across the dynamic commerce media space. Before Skai, she held a senior role at Ogilvy in the UK.