Generating Pipeline Through Authentic Partner Relationships
When it comes to generating pipeline, Christopher Willis of Acrolinx believes that authentic partner relationships are key and he’s got the data to prove it.
Acrolinx is the only AI platform that uses a unique linguistic analytics engine to “read” all your content and provide immediate guidance to improve it. Their technology is transforming how the world’s biggest brands create high-performing content. They do this by capturing your content goals within the Acrolinx platform and then by providing direct guidance and governance to help you achieve them. Their AI engine integrates with all the major content tools, giving your content contributors real-time, advice—on everything from brand, tone, clarity, compliance and consistency—as they create content. The Acrolinx platform also offers governance through sophisticated analytics, to give your organization full visibility and control over your complex and collaborative content creation ecosystems.
Guest Bio
Christopher Willis is Acrolinx’s Chief Marketing Officer, responsible for all aspects of the company’s Marketing strategy. He brings over 20 years of experience growing companies in the technology sector. Before joining Acrolinx, Willis held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Willis is a recognized thought leader, and is active within industry groups dedicated to the growth and health of Marketing Technology and the verticals he serves.
Guest Bio
Christopher Willis is Acrolinx’s Chief Marketing Officer, responsible for all aspects of the company’s Marketing strategy. He brings over 20 years of experience growing companies in the technology sector. Before joining Acrolinx, Willis held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Willis is a recognized thought leader, and is active within industry groups dedicated to the growth and health of Marketing Technology and the verticals he serves.
Episode Summary
This episode features an interview with Christopher Willis, CMO and self-proclaimed Chief Pipeline Officer at Acrolinx, an AI platform that uses a unique linguistic analytics engine to “read” content and provide immediate guidance to improve it, transforming how the world’s biggest brands create high-performing content
In this episode, Christopher shares why he and his team are focused on 1 to 1 equals 3 partner relationships and what that’s meant for the business, building trust between the sales, marketing, and BDR teams, and how awareness and authenticity set up organizations for greater wins with prospective buyers. Christopher also talks about the partner ecosystem and why partner relationships are critical in making Acrolinx as successful as it is today.
Key Takeaways
- Zeroing in on 1 and 1 equals 3 strategic relationships with partners by crafting a product, an offering, and point of view in order to be able to identify as a content impact platform.
- Pushing a compensation model where everyone wins or loses together builds greater trust between sales, marketing and the BDR teams.
- The best results come out of hyper-personalization to prospective buyers, which enables teams to get granular with prospects through research and relationships.
Quotes
“The difference between then and now is the focus on the one and one equals three relationships that we're having with the businesses that we work with now. Businesses like MHP, which is a services organization owned by Porsche or Hitachi in Japan, or RWS where there's real value in the two companies working together that goes well beyond small technical and marketing relationships.” ––Christopher Willis, CMO, Acrolinx
Episode Highlights
*(14:31) - The Trust Tree: How Acrolinx is the TSA checkpoint for content inside of big business
*(24:58) - The Playbook: Investing in relationships with partners matter
*(41:41) - Quick Hits: Christopher’s Quick Hits
Episodes Transcript
- Zeroing in on 1 and 1 equals 3 strategic relationships with partners by crafting a product, an offering, and point of view in order to be able to identify as a content impact platform.
- Pushing a compensation model where everyone wins or loses together builds greater trust between sales, marketing and the BDR teams.
- The best results come out of hyper-personalization to prospective buyers, which enables teams to get granular with prospects through research and relationships.
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