Aligning Marketing and Sales in B2B Tech
Félix Grivot breaks down how integrating SDRs, CRM, and ABM drives revenue expansion and demand generation.
In an interview with Bruno Gimenes, Félix Grivot explains practical B2B marketing strategies to integrate sales teams and data. The executive covers topics ranging from selling phone book ads to account-based marketing at FCamara.
Félix Grivot, Head of Marketing at FCamara, sat down with Bruno Gimenes on Marketing - The Podcast to discuss strategies for reducing friction between marketing and sales teams in the B2B tech industry.
In the video above, Grivot shares details about his career trajectory, managing growth teams, and best practices for qualifying and expanding corporate accounts.
From selling phone book ads to SEO and digital marketing
Early sales experience shaped Grivot's perspective on acquisition channels and organic search. Before digital search engines became dominant, prospecting for print directory ads already required understanding how to position companies so buyers could find them.
"Although I'm not that old, I started out selling yellow pages ads at the beginning of my career," Grivot recalls, reflecting on how the shift to online portals paved the way for SEO and GEO in the age of large language models.
The relevance of branding, consistency, and GEO in the AI era
Given how easy it is to auto-generate copy using artificial intelligence, a company's true edge lies in brand authority and editorial consistency. Grivot emphasizes that visibility across generative AI search results relies on an accumulated track record of relevant, high-quality content.
"Producing content has become a commodity, right? You open your LLM, type in a topic, and get a 500-word piece right away. But what is your company's unique point of view? What real value are you adding?" asks Grivot, advocating for a balanced mix of organic and paid channels.
Who Félix Grivot is beyond the corporate title
Originally from Rio Grande do Sul and a passionate Internacional supporter, Grivot notes that his marketing creativity draws from personal interests outside work, such as literature, cinema, and the DIY ethos of independent music.
"My guitarist is in São Paulo, my drummer is in Salvador, and my bassist is in Porto Alegre. Once a year—it's truly amazing—we schedule a meetup to spend two to three hours jamming in the studio," Grivot shares about keeping his hardcore band active.
Career journey and the dynamics of B2B vs. B2B2C
With past leadership roles at companies such as Via Varejo, Zenvia, and CRM PipeRun, Grivot has built inbound operations, partner channels, and product marketing teams across various growth stages, applying custom learnings to each business model.
"We deliver digital solutions. FCamara has a 19-year track record that began strong in e-commerce, providing skilled professionals to build complex tech projects," explains Grivot when describing their core services and the human side of B2B buying decisions.
Structuring B2B growth, SDR alignment, and strategic events
Building a high-performing growth team requires bridging disciplines like paid media, PR, content, and outbound prospecting. For Grivot, keeping sales development representatives (SDRs) closely integrated with marketing significantly improves conversion tracking.
"Today, our ABM approach is heavily focused on customer expansion, perfectly mirroring that growth mix," Grivot states, discussing how curating guest lists in advance maximizes ROI on in-person executive events.
Data usage, AI in CRM, and Marketing-Sales SLA alignment
Implementing AI has streamlined the capture and analysis of sales meeting data, reducing CRM manual entry errors and providing leadership with clearer pipeline visibility across teams.
"For me, AI is solving a critical problem: manual data entry by reps into the CRM," Grivot points out, highlighting the need for clear, collaborative service-level agreements (SLAs) among marketing, SDRs, and account executives.
Evolving acquisition channels and the role of Go-to-Market
As paid media and corporate messaging costs rise, a well-defined go-to-market strategy becomes crucial to packaging bespoke offerings and targeting customer segments with sustainable buying power.
"At FCamara, for instance, where we offer a range of custom digital solutions rather than off-the-shelf software, Go-to-Market is about understanding what our tech and delivery teams are building for clients and packaging it end-to-end to meet market needs," Grivot notes.
ABM in practice and focusing on client expansion
Executing account-based marketing requires mapping customer pain points in detail and staying aligned with account executives, prioritizing revenue expansion within existing accounts over spreading resources thin across misaligned prospects.
"We tested ABM for net-new logo acquisition and didn't see great results—and it's important to be transparent about what doesn't work," Grivot notes when explaining why they now focus ABM efforts on high-growth existing accounts.
The value of marketing communities and peer exchange
Participating in industry groups and leadership networks enables executives to benchmark management challenges, vet tech stacks, and accelerate learning through real-world peer insights.
"When we were migrating tools and re-implementing marketing automation and CRM, being part of a peer group of marketing leaders was invaluable. I could simply ask, 'Hey everyone, does anyone have experience with tool XYZ?'" concludes Grivot, referencing the support found in communities like The CMOs Marketers.