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Podcast
Inside a CRO’s Playbook for Sales and Marketing Alignment
Michelle Barbeau of eHealth Inc. shares her playbook for aligning sales and marketing to accelerate growth through trust, collaboration, and shared accountability.
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In this episode, we explore why breaking down silos between sales and marketing is critical to growth. Michelle Barbeau, Chief Revenue Officer at eHealth Inc., shares how she unified marketing and sales under a single revenue-focused function. She explains how shared KPIs, cross-functional data access, and daily standups built trust, improved collaboration, and accelerated revenue growth.
Key Takeaways:
00:00 Introduction.
06:18 Why aligning people, process and priorities matters.
07:57 How shared conversion KPIs unlock growth.
09:27 The impact of inviting marketing into sales standups.
11:36 Structuring the go-to-market engine around AEP.
15:33 Diversifying beyond seasonal revenue peaks.
21:00 Replacing off-hours with empathetic AI agents.
26:50 Turning retention into a strategic growth lever.
31:30 Building trust through authentic brand messaging.
Resources:
eHealth, Inc. website
Disclaimer: References to “about 50 organizations” and “LTV of two to three years” in this episode specifically refer to eHealth’s Medicare Advantage business.