onebite’s webinar

From tension to teamwork in B2B sales and marketing teams

Watch the on-demand version of our latest webinar

Join Kiri Craig, Managing Partner at onebite, together with Nikki Laker, Marketing Director, and Matthew Dudleston, Sales Director at Opus Technology, as they share how Opus Technology transformed long-standing tension between sales and marketing into genuine teamwork built on shared goals, metrics and culture.

In this 30-minute session, Kiri, Nikki and Matthew discuss the practical steps they took to bring sales and marketing together as one commercial team. They explore how aligning around common measures of success has improved lead quality, strengthened collaboration and created a culture of accountability that drives growth.

You will also hear how team structures, processes and skills have evolved to support this new way of working, and how technology and AI are helping both functions plan faster, improve quality and make better decisions.

Explore more insights from our conversations with CMOs in The CMO paradox: Delivering more with less.

Speakers

Kiri Craig

Managing Partner of onebite

Kiri has been working in marketing agencies for almost 20 years, and in that time she has worked across a range of B2B and B2C sectors, from large enterprise clients to SMEs. For the last decade, Kiri has been focused solely on B2B marketing, and as Managing Partner of onebite, Kiri draws on this experience to feed into B2B demand generation strategies for our clients and prospects, and to oversee onebite’s delivery.

At onebite, she’s curated a team of B2B demand generation specialists from the best talent on the market, helping our tech and telco clients launch, refine and amplify their brands to generate long-term revenue growth. Kiri’s passion and drive to deliver exceptional work for our clients is evident to everyone who meets her.

Nikki Laker

Marketing Director at Opus Technology

Nikki Laker is a strategic and forward-thinking marketing professional with two decades of experience spanning technology, automotive, leisure and luxury sectors. With a deep understanding of both agency and client-side dynamics, she brings a hands-on, results-driven approach to building brands and driving commercial impact. As Marketing Director at Opus Technology, Nikki champions an AI-first mindset, combining creativity and data to deliver smarter, more efficient marketing. Her work has been recognised with multiple industry accolades, including CRN Marketing Employee of the Year finalist (2024 & 2025) and Five9 Partner Marketing Excellence winner (2024).

Matthew Dudleston

Sales Director at Opus Technology

Matthew Dudleston is an experienced sales leader with deep expertise in Unified Communications, IT and business continuity. As Sales Director at Opus Technology, he works closely with clients to design solutions that deliver measurable financial and performance benefits. Known for his collaborative and customer-focused approach, Matthew combines technical knowledge across Mitel Contact Centre, MS Teams integrations and SD-WAN deployments with a commitment to building strong, long-term partnerships.