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How Sales And Marketing Can Work Together To Produce Great Content


When it comes to sales and marketing, the two departments have never been particularly stellar at working together to produce a perfect product.

But if they are to succeed at making remarkable sales assets (as the salespeople call it) and content (as the marketers call it), working together is exactly what they must do.

Social Agenda Media recently shared a transcript of a conversation between executives about the power of great sales assets. The leaders offered tips for aligning marketing and sales to better engage with audiences and improve closing rates.

“A major benefit of strong marketing-sales alignment is that you are able to develop stronger and more meaningful [sales assets],” the article suggests.

One marketing executive suggests meshing the two departments to develop target personas. This keeps campaigns on track and ensures that both groups remain “focused on the same companies/individuals.” Another executive suggests holding a 15-minute meeting for both departments to touch base on messaging strategies and other cross-team priorities.

At Tellwise, we also know it’s a great idea to help sales teams take ownership and accountability in evolving toward “content selling.” Content marketing, which happens further up the sales funnel, is absolutely important, but good content creation and delivery cannot stop with marketing. Sellers need to participate in this latter effort and, right now, it’s usually disconnected.

Improving sales and marketing alignment is vital here. Having the two teams join for customer engagements and goal setting is critical to success.

The Tellwise Nutshell (TTN): Most organizations need to overcome a lack of understanding what sales assets sellers need and how much time it takes marketers to produce great sales assets and what tools they have available to do so. Spend half a day or a day shadowing each other to understand that. The time is well invested and will help sellers to give more specific input on sales content and marketers to understand what content is needed in the different sales stages a seller is working in.

Source: Social Agenda Media, November 2013

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