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In this episode of Voices of B2B Marketing, host Vidhi Jangid explores one of the most talked-about – and often misunderstood – topics in B2B: marketing and sales alignment. Joined by seasoned marketing leader Santiago, the conversation goes beyond buzzwords and dashboards to uncover what it truly takes to build alignment that drives measurable business impact.
Drawing on over a decade of experience across ANZ, APJ, and global markets, Santiago shares how alignment strategies shift across national, regional, and global teams, and why flexibility, shared accountability, and strong communication are essential at every level. He breaks down how marketing can move from being seen as a support function to becoming a strategic revenue partner by focusing on meaningful ROI, intent signals, pipeline health, and sales feedback.
The episode also dives into the human side of alignment – highlighting the importance of trust, empathy, and relationship building between teams. Santiago shares how his background across agencies and in-house roles, along with his creative and community pursuits, shapes his leadership style and problem-solving approach. This conversation offers practical insights for B2B marketers, sales leaders, and growth teams looking to bridge silos, strengthen collaboration, and drive real results.
If you want to understand how to turn alignment from a buzzword into a competitive advantage, this episode is for you.
About the Podcast Guest
Santiago Cuba de Reed
Growth Marketing Lead
DiUS, Australia
Santiago Cuba de Reed is a seasoned marketing professional with over a decade of experience spanning national (ANZ), regional (APJ), and global roles – most notably at SUSE. His career path includes pivotal positions at creative agency Synapsis Creative and digital agency Neon Logic. He has also worked in Multi-Channel Network, where he partnered with major broadcasters like Ten and Foxtel. This diverse background has equipped him with deep expertise across both traditional and digital marketing platforms, including television, print, social media, and SEM.
Currently working at DiUS, Santiago is helping shape the future of AI and emerging technologies across the Asia-Pacific region. Known for seamlessly blending marketing and sales strategy, he maintains a sharp focus on ROI while fostering strong, collaborative relationships. He thrives on connection – ensuring alignment between client needs and agency capabilities, and building partnerships grounded in trust and transparency.
Outside of work, Santiago channels his creativity through fashion design, painting, and a love for literary classics. He’s also a dedicated film and television enthusiast with a special appreciation for deep storytelling and cinematic craft. In his community, he proudly serves as a Board Member of Top Gym, supporting accessible and inclusive fitness for all.
Connect with him here to chat marketing, creativity, or classic cinema.
