How to align sales and CX in high-touch Enterprise environments - Eric Roux

Описание: Hook Point: Everyone talks about sales and customer experience — but very few know how to truly align them, especially in enterprise. Eric Roux reveals the secret behind seamless alignment.

In this episode of The Experience Edge, Jochem Van Der Veer speaks with Eric Roux, Customer Experience Director at Cisco and co‑founder of the Boston Blockchain Association, about a compelling but underexplored idea: embedding customer experience (CX) into the go‑to‑market engine by forging a tight partnership with sales. They dive into how this alignment enables brands to deliver on promises, orchestrate outcomes, and avoid the “tossing over the fence” trap that many CX organizations fall into.
They also cover how CX leaders should build teams that are empowered and adaptive (not just follow the textbook), the nuanced role of metrics and trust, and how AI is starting to play a supporting, but not dominant, role in high‑touch enterprise relationships. Eric shares practical examples of how he’s applied these ideas in enterprise contexts and offers advice for scaling intimacy in consumer or low‑touch environments.
Guest Bio
Eric Roux is Customer Experience Director at Cisco, where he leads efforts to tightly integrate CX with sales, ensuring that customer promises made in the pursuit phase are honored through delivery and ongoing value creation. He is also a co‑founder of the Boston Blockchain Association, supporting innovation and connecting emerging tech leaders with funding and mentorship. With a background in consulting and professional services at top firms, Eric brings both strategic depth and hands‑on discipline to the CX space.
What you will learn..
-CX and sales must “show up together” and speak with one unified voice to align around customer outcomes.
-It’s not enough for sales to hand off a customer, real partnership means knowing when CX leads and when sales leads, and stepping in accordingly.
-The human dimension (listening, relationships, trust) remains central in delivering CX, even more so than methodology and tools.
-Formalizing CX as a discipline sometimes leads teams to overemphasize frameworks and lose sight of customer reality.
-High performers in CX don’t need the textbook; they instinctively adapt, experiment, and course‑correct.
-A strong CX team is built by enabling autonomy, allowing for mistakes, and prioritizing growth and chemistry over rigid structure.
-In high-touch enterprise environments, CX serves as the orchestrator: in the room with the customer, tying threads together, facilitating alignment.
-In low-touch or high-volume contexts, CX must lean heavily on measurements, signals, and relationships with stakeholder proxies.

How to align sales and CX in high-touch Enterprise environments - Eric Roux

Chapters (timestamped)
00:00 Intro & framing: CX + Sales partnership
02:19 Why speak with one voice
04:19 Why many organizations struggle
06:04 Building the partnership: who initiates
08:00 What we lose in formalizing CX
09:17 Team composition & hiring
10:36 Orchestration across CX & Sales
13:13 Example: bringing people into the room
15:19 CX as the central orchestrator
17:42 Low‑touch / high-volume CX challenges
20:19 Distinctions between high-touch & transactional
22:31 Should CX be a department?
24:26 Role of AI in high-touch CX
27:55 Scaling productivity & journey to value
30:30 The expectation shift in delivery
32:16 Trust, consultant role & relationships
33:10 Obsession with metrics
35:20 Working backward from outcomes
36:46 Accountability and cross-domain problems
38:16 Incentivizing CX roles
40:43 Close to the customer in startups
42:59 How to keep intimacy while scaling
45:18 Traits of CX “rock stars”
47:13 Entry-level roles, AI & the future
50:00 Analytics vs. human insight
52:07 Incentives, role design & alignment
52:35 Closing / how to reach Eric

𝐊𝐄𝐘𝐖𝐎𝐑𝐃𝐒 : aligning sales and customer experience, sales and cx alignment, enterprise cx strategy,

LinkedIn & Other Links
Jochem Van Der Veer (TheyDo)   / jochemvanderveer  
Eric Roux   / ericroux  
https://newportllc.com/
Boston Blockchain Association   / boston-blockchain-association  

Links to more
Learn more ⁠about Jon: https://watermarkconsult.net/jon-pico...
⁠Learn more about his Watermark Consulting⁠: http://www.watermarkconsult.net/
Read Watermark’s ⁠Customer Experience ROI Study⁠: http://www.watermarkconsult.net/cx-roi
Learn more about Jon’s book⁠: http://www.impressed2obsessed.com/

𝐖𝐀𝐓𝐂𝐇 𝐎𝐔𝐑 𝐎𝐓𝐇𝐄𝐑 𝐕𝐈𝐃𝐄𝐎𝐒:
   • Doing CX right - Stacy Sherman  
   • Customer experience is everyone’s job - Bl...  
   • What Makes RETAIL AI So Human? - Santos Su...  
   • Experience starts with the CFO - Bill Staikos  

𝐒𝐔𝐁𝐒𝐂𝐑𝐈𝐏𝐓𝐈𝐎𝐍 𝐋𝐈𝐍𝐊: @theexperienceedgepodcast

𝐑𝐄𝐋𝐀𝐓𝐄𝐃 𝐊𝐄𝐘𝐖𝐎𝐑𝐃𝐒 :#CXandSalesAlignment #OutcomeOrchestration #HighTouchCX #CXLeadership #CXMetrics