NFFS Next-Gen Webinar Recap - "The Power Trio: Aligning Sales, Marketing and Operations"
On September 18, 2025, NFFS Next-Gen Committee hosted a webinar with Francois Gau, President and CEO of GrowthHive, who brought his global leadership experience from Honeywell Aerospace, Kennametal, and nearly a decade running his own firm to a very practical discussion: how to align sales, marketing, and operations to drive real growth.
This wasn’t theory. Francois shared lessons he’s seen work inside manufacturing companies of all sizes, lessons that can help leaders avoid wasted effort, strengthen collaboration, and build organizations that deliver for both customers and employees.
Start with the Why
Francois reminded us that alignment starts with purpose. Companies that thrive are the ones that define why they exist and make sure that message is shared across every function. Without it, sales, marketing, and operations risk pulling in different directions.
He encouraged leaders to lean on the Playing to Win framework:
- What is our aspiration?
- Where will we play?
- How will we win?
- What capabilities do we need?
It sounds simple, but skipping this step is one of the most common mistakes companies make.
Marketing as a Growth Engine
Marketing too often gets treated as an afterthought. Francois was clear: manufacturers should be investing 1–2% of revenue into marketing if they want to stay visible and competitive.
The key is balance. Strong programs include inbound content that educates, SEO to ensure customers can find you, and outbound campaigns that keep your name in front of the right people. And perhaps most importantly, maintaining a clean, segmented contact list is an asset no company should underestimate.
Sales: The Heart of the Organization
Sales, Francois said, is expensive, but essential. More than just closing deals, sales teams should act as trusted advisors who connect customer needs with company capabilities.
His Plot, Act, Connect, Earn framework captured it well: plan your markets, engage early, build strong relationships, and earn long-term trust. Done right, sales becomes the bridge between customers and your business, not just the end of the process.
Don’t Forget Operations
Many conversations stop at “sales and marketing alignment.” Francois pushed us to widen the lens: operations has to be part of the picture. They’re the ones delivering on the promises sales and marketing make. Without their involvement, misalignment is almost guaranteed.
Cross-functional goals, regular communication, and visibility across teams are what turn individual efforts into a coordinated strategy.
Final Takeaways
F
rancois left participants with some clear reminders:
- Define your purpose and make it central.
- Build strategy before jumping into tactics.
- Treat marketing as an investment, not an expense.
- Empower sales to be relationship builders, not just deal closers.
- Bring operations into alignment to ensure delivery matches intent.
He summed it up with a challenge: “Don’t settle for the status quo. Innovate, or be disrupted. Think strategically, act quickly, and adjust as needed.”