How to align Sales and CX in high-touch Enterprise environments

In the latest episode of the Experience Edge, TheyDo CEO, Jochem van de Veer, had the pleasure of speaking with Eric Roux, CX Director at Cisco, to explore an often-overlooked partnership in delivering exceptional customer experiences: the alignment between CX and sales teams.

Here’s why you don’t want to miss this episode:

1. Alignment is everything: CX and sales must speak with one voice, deeply understanding customer needs from the initial opportunity through delivery and beyond. This requires showing up together, knowing complementary roles, and supporting each other seamlessly.

2. People over process: While tools and frameworks have their place, Roux emphasizes that effective CX is fundamentally about how people interact, listen, and behave. The most successful practitioners can adapt methodologies to fit real-world scenarios.

3. Trust as the foundation: Building high-performing teams means cultivating trust, both internally and with customers. This allows for experimentation, growth, and the confidence to make decisions without constant oversight.

4. Orchestration, not silos: Roux uses the analogy of orchestration to describe how CX leaders must bring together diverse skill sets and perspectives to achieve customer goals. This involves recognizing when to lead and when to support other functions.

5. Outcomes over metrics: In high-touch environments, Roux argues that success is evident without relying heavily on Net Promoter Scores (NPS) or Customer Satisfaction (CSAT) scores. The focus should be on clearly defined, agreed-upon outcomes that drive tangible value for customers.

6. Adapting to scale: While Roux’s approach thrives in enterprise settings, he acknowledges the challenges of applying these principles to high-volume, transactional customer bases. The core emphasis on stakeholder relationships and understanding collective customer needs remains critical.

Connecting CX and Sales Silos

This episode challenges the notion that customer experience operates in isolation from other business functions. Roux's insights demonstrate how connecting silos between CX and sales can lead to more cohesive customer journeys, stronger relationships, and ultimately, better business outcomes. For CX leaders looking to expand their impact and drive organizational alignment, this conversation offers a compelling blueprint for collaboration.

If you want to hear the entire conversation, watch the podcast with Eric and Jochem on The Experience Edge.

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