In most B2B scale-ups, marketing generates leads, sales closes them, and product builds what the roadmap says. Each function runs its own playbook, tracks its own metrics, and celebrates its own wins. The problem is that none of those wins mean anything if the customer churns six months later because the thing they bought is not the thing they needed.
At PR_D_CT DAY 2023, Leander Naessens, CEO of Peripass, took the stage at 3Square in Ghent to share how his company learned this lesson the hard way. Peripass, a Belgian yard management platform, had built a strong product and was gaining traction. But growth was stalling in ways that could not be explained by product quality alone. The root cause was a misalignment between marketing messaging, sales promises, and product capabilities.
Leander's talk was not a theoretical framework. It was a practical account of how Peripass restructured its go-to-market motion to ensure that marketing, sales, and product all pull in the same direction, and what changed as a result.
Original Presentation Slides
Download the slides from this talk as presented at the gathering.
