The 2nd Communicate Fintech event titled “PR, Marketing and Sales – How to Build a Bridge” gathered industry leaders to discuss the essential alignment of these functions for business success.
The event featured expert insights from Helen Disney, CEO of Unblocked; Jana Straiton, founder of Renegade; Vivienne Hsu, Industry Partner at Just Built It; and Alina Sysoeva, Deputy Head of PR at Drofa Comms. Ele Ward, Fractional CMO Advisor at Cltrl Alt, moderated the discussion.
Kicking off with findings from HubSpot’s 2023 sales trend report, which revealed that 52% of business leaders see misalignment between sales and marketing as a key revenue barrier, the panel underscored the importance of breaking down silos within organizations. The speakers shared valuable career experiences illustrating how integrated strategies can significantly enhance business outcomes.
Key Insights from the Event
- Vivienne Hsu highlighted the often misunderstood role of PR, noting its critical importance, especially during crises: “PR is often seen as a ‘dark art.’ Its value becomes clear in challenging times.”
- Helen Disney emphasised storytelling: “Startups need to differentiate between PR and marketing. Effective storytelling, combined with strong sales efforts, is crucial for scaling.”
- Vivienne Hsu discussed balancing product and promotion: “A great product needs visibility. Balancing innovation with strong marketing and PR is essential.”
- Alina Sysoeva stressed integrating PR: “PR builds brand awareness, crucial for marketing and sales. It enhances client relations and media trust.”
- Jana Straiton on metrics: “Branding and storytelling might not directly correlate with sales, but they lay the groundwork for future growth.”
- Vivienne Hsu summarised: “Marketing creates the story, PR distributes it, and sales tell it.”
The panel concluded with a message that breaking down barriers between PR, marketing, and sales is vital. It is done for effective collaboration and long-term growth. In 2025, the emphasis is on shared goals, effective communication, and a unified approach to maximise each team’s potential.
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