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1 October 2025 | 6 Minute Read 

Why Culture Needs Gathering: Reflections from CultureCon 2025

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30th Apr 2025 | 40 Minute Watch 

The Power of Sales and Marketing Alignment: Insights from Sandeep Pal

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"Sales and marketing alignment can drive up to 25% of company growth," Sandeep shared. Yet natural tensions — sales chasing short-term targets, marketing building long-term brand — often hold teams back. True alignment requires a cultural shift led by the CMO and CRO.

Why Alignment Matters

Sandeep referenced research from Geoffrey Moore and Neil Rackham published in the Harvard Business Review, outlining four stages of sales and marketing alignment:&nbsp;Undefined: Teams work in silos with little communication. Defined: Regular meetings are held, but collaboration remains surface-level. Aligned: Joint planning begins, with common goals and streamlined handoffs. Integrated: The highest level of maturity — one shared plan, one set of KPIs, and joint accountability for business outcomes.&nbsp;"Most companies today sit in the Defined stage," Sandeep explained. "But the real magic happens when teams move into Integrated alignment — that's where you see exponential business impact."

The Four Stages of Alignment

Short-term pipeline and long-term brand are not either/or. "Brand fuels demand," Sandeep said. Investing in both lifts conversion rates over time.

Brand vs. Demand? Choose Both.

From top-of-funnel engagement to closed deals, both teams must own the full pipeline — together.

The Secret: Shared KPIs

With 70% of the buying journey happening before sales even gets a call, integrated alignment is no longer optional.&nbsp;☝️Watch the full video to hear Sandeep’s practical advice on how to make alignment real — and transformational.

Final Thought

In B2B marketing, strong alignment between sales and marketing isn’t just nice to have — it’s a growth driver. We spoke with Sandeep Pal, a marketing leader with over 30 years of experience at IBM, Oracle, and Citrix, about why alignment matters now more than ever.

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CAPITAL-e Wrapped 2024: A Year in Review

Gathering your people together can drive awesome outcomes for your business…if you do it right. But too often, internal events are treated as just another calendar fixture.&nbsp;Done well, they can align teams and unlock performance to drive revenue. Beyond that, they can serve to strengthen culture in a way that no other single program can.&nbsp; This September, I attended CultureCon 2025, Australia’s Workplace Culture Conference at the ICC Sydney and I learnt a lot! I have become so accustomed to attending sales-based conferences and it was really interesting to attend a learning event where the majority of the audience were either business leaders like me, or HR and Employee Success champions. The vibe was a lot less hyped, but the sense of common challenges and a shared purpose had an energy all of its own. And I liked it!&nbsp; We heard from the Author of Smarter Collaboration, Heidi K. Gardener, who really demystified some of the barriers around collaboration for me. Remote working seemed to me to be a huge block when it comes to getting teams working well together, but it was the least important compared to things like time pressure, structure and incentive. She also gave us some real-life examples of where building advanced networks within an organisation led to vastly improved business outcomes, which is not always the way management chooses to work. &nbsp;&nbsp;There were some fascinating topics discussed, both on stage and among the delegates during the networking breaks. It goes without saying that any event like this is going to wrestle with AI in some fashion during its agenda, but it was refreshing that it didn’t dominate the entire agenda. While we accepted that there are some challenges to be overcome, more important themes like Trust, Wellbeing, and Inclusion were more central. Looking at ways to build high-performance teams and still ensure happiness in the workplace really resonated with me. Interestingly, teams that are high-performance are the drivers of positive workplaces and happy environments.&nbsp;&nbsp;All the speakers were of really high calibre. What kept occurring to me was that all of this focus on culture comes back to being in the presence of other people. Not all the time, obviously. For some of the businesses in the room, they are a remote-only organisation - they have no offices and the majority of their work tends to be undertaken on video calls or via other digital channels. But every one of them still needs there to be a level of gathering. Whether it is one-on-one or small teams, through to whole of organisation get-togethers, coming together is an essential part of a great culture. Gathering doesn’t guarantee a great culture, though, and we need to be very deliberate in why and how we do it.&nbsp;&nbsp;These ideas reinforced something we at CAPITAL-e have long believed: great cultures don’t emerge; they are forged in shared experience. That’s why we’ve seen a surge in demand for meaningful internal gatherings, from sales kick offs to global offsites. Businesses need to be closer to their people than ever before. And for their teams, feeling that they are in a safe and strong place drives better outcomes across all fronts. According to McKinsey’s The State of Organizations report 2023, “more than 70% of employees say a sense of belonging directly influences their workplace satisfaction.” and one can only imagine that this has increased over the past 2 years. There is empirical proof that people need to belong and be seen, which is one of the drivers behind me starting Gathering Matters - a platform to explore how intentional gathering strengthens belonging, performance, and well-being in an increasingly disconnected world. I will be sharing more on that soon.&nbsp; At CAPITAL-e, we’re helping companies design internal events that do more than tick some culture box. We build event experiences that create connection, clarity, and momentum. Whether it’s a team offsite, a global kick off, or a leadership retreat, we bring strategy, creativity, and care to every gathering. Because when done right, these moments become culture-defining. If you’re thinking about how to bring your people together with purpose, we’d love to help. &nbsp;

Got any questions? Don't hesitate to email us at <a href="mailto:hello@capital-e.com.au">hello@capital-e.com.au</a>

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18th Dec 2024 | 1 Minute Watch 

Our Year in Numbers

7 trends to make your corporate event stand out in 2025

With 4:48 AM starts, countless cups of coffee, and our trusty packing tape gun, we tackled every challenge to deliver seamless results. The soundtrack of our year? The ever-present “The breakouts are about to begin,” echoing at venues worldwide.&nbsp;This year, we truly embodied the Expert-Level Plate Spinner, balancing events, marketing, content, and design with finesse.

Behind the scenes of 2024

As the year winds down, it’s the perfect time to catch up on your reading and podcast list. We’ve whittled down our top reads and podcasts over the past year to give you the best the recommendations for the holidays. Sit back, relax, and let the authors &amp; podcasters do the talking for a while.

Our top picks for the holidays

<ol><li style="margin-left:80px;"><a href="https://www.amazon.com.au/Contagious-Build-Word-Mouth-Digital/dp/1471111709" target="_blank" rel="noopener noreferrer">“Contagious: How to Build Word of Mouth in the Digital Age”</a> by Jonah Berger Discover the principles behind why some ideas go viral and how they can be applied to B2B marketing.</li><li style="margin-left:80px;"><a href="https://www.amazon.com.au/How-Sell-Anything-Online-Marketing/dp/139427081X/ref=asc_df_139427081X/?tag=googleshopdsk-22&amp;linkCode=df0&amp;hvadid=712259705004&amp;hvpos=&amp;hvnetw=g&amp;hvrand=1101628334827143383&amp;hvpone=&amp;hvptwo=&amp;hvqmt=&amp;hvdev=c&amp;hvdvcmdl=&amp;hvlocint=&amp;hvlocphy=9071791&amp;hvtargid=pla-2302567975919&amp;psc=1&amp;mcid=1ed63a2a7f80329e9802cea261b18409&amp;gad_source=1" target="_blank" rel="noopener noreferrer">“How to Sell Anything Online” </a>by &nbsp;Anaita Sarkar Learn strategies on how to sell anything online.</li><li style="margin-left:80px;"><a href="https://open.spotify.com/show/68MNofcRTtb221iEwNv8bE?si=88babb4dce1a4796" target="_blank" rel="noopener noreferrer">“The B2B Content Show”</a> Hosted by Michael Brenner, this podcast delves into content marketing strategies and insights specifically for B2B businesses.</li><li style="margin-left:80px;"><a href="https://open.spotify.com/show/3cqkO0GZok8s4Fp6wZbT22?si=799e7507b15349c6" target="_blank" rel="noopener noreferrer">“Great Events”</a>&nbsp; Hosted by Cvent, explore best practices and insights from industry leaders on creating successful B2B events and virtual experiences.</li><li style="margin-left:80px;"><a href="https://www.amazon.com.au/Building-Story-Brand-Clarify-Customers/dp/0718033329" target="_blank" rel="noopener noreferrer">“Building a StoryBrand: Clarify Your Message So Customers Will Listen” </a>by Donald Miller Focus on using storytelling to craft a clear, compelling message for B2B marketing.</li></ol>

Got any questions? Don't hesitate to <a href="https://bit.ly/3S09JqW">get in touch</a> or email us at <a href="mailto:hello@capital-e.com.au">hello@capital-e.com.au</a>.

As 2024 comes to a close, it’s time to look back at an extraordinary year with CAPITAL-e Wrapped. With over 300 projects delivered across 21 cities, this year has been a whirlwind of creativity, logistics, and a whole lot of coffee.<h3>&nbsp;</h3>From small executive dinners to multi-city roadshows, CAPITAL-e has been firing on all cylinders across the globe. This year, we were privileged to take <a href="https://www.capital-e.com.au/projects/braze-city-x-city-roadshow" target="_blank" rel="noopener noreferrer">Braze City x City</a> from London to Singapore, wrapping up with its flagship event in Sydney.&nbsp;Our presence in APAC has grown stronger than ever, with our expanded team in Singapore helping us deliver more events across the region for our trusted clients, one of which was &nbsp;<a href="https://www.capital-e.com.au/projects/datadog-live-bangalore-2023" target="_blank" rel="noopener noreferrer">Datadog &nbsp;in Bangalore</a>.

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