At a recent Embarc Collective session, members joined a fireside chat with two accomplished growth leaders: Rissa Reddan, 3x CMO and growth-stage strategist at Embarc Collective, & Laura Baker, founder of Vista Growth Solutions with experience as a CEO & CRO. Together, they explored the creative tension, strategic alignment, and cross-functional collaboration required to scale customer acquisition and drive revenue in today’s uncertain economic climate.

The Modern Sales and Marketing Struggle

One of the most honest takeaways from their conversation? It’s tough out there.

Founders and growth leaders alike are facing shrinking budgets, longer sales cycles, and increasing pressure to deliver more with fewer resources. But even in this environment, there’s room to be optimistic. As Rissa put it, “Creativity can solve a lot of what budget can’t.”

Whether it’s experimenting with campaign formats, refining messaging strategies, or adjusting how marketing supports the full funnel, the underlying message was clear: You don’t need a bigger budget, you need sharper alignment and greater intentionality.

Why Cross-Functional Collaboration Matters

Laura drew from her experience leading both sales and marketing teams to underscore the importance of working cross-functionally—not just functionally. It’s easy for founders to zero in on hiring strong individuals. But real scale happens when those individuals operate as an integrated, collaborative team.

That’s where culture comes into play—a strong internal culture fuels stronger alignment across roles, which in turn drives better execution across customer acquisition and retention.

Rethinking Pricing, Messaging & Customer Understanding

Another key insight: Don’t be afraid to revisit your pricing and packaging.

Too often, startups stick with legacy pricing models long after they’ve outgrown them. Rissa and Laura challenged founders to return to the fundamentals—why the pricing change matters, and how it’s positioned to customers.

That’s when alignment between sales and marketing becomes crucial: Marketing crafts the story. Sales delivers it with conviction. And customers, when brought along thoughtfully, understand the value behind the change.

A Conversation Worth Continuing

This fireside chat was a powerful reminder of what happens when sales and marketing work in lockstep: deeper customer insight, stronger value articulation, and a willingness to adapt strategies when needed.

For early-stage and growth-stage startups alike, the message was clear—align your teams, listen to your customers, and don’t be afraid to challenge what used to work. In a world where attention is fleeting and competition is fierce, the companies that thrive will be the ones willing to evolve together.