There will be the inevitable handoff from marketing to sales in any marketing campaign. However, this handoff shouldn’t be a clean break. When marketing and sales are properly aligned, it should look more like a Venn diagram than a segregated flowchart. Marketing needs to keep supporting sales on the tail end of the customer journey, just like sales should support marketing on the front end.
One way this symbiotic relationship can manifest itself is using content to close deals. Studies have shown that decision makers look at five pieces of content before making their final decision. It’s also true that sales reps spend a lot of time leaving voicemails that aren’t returned and sending emails that don’t get opened. This makes for a prime opportunity for marketing to support sales with high-quality content. Here’s how to make it happen.
Have the Talk
The first step is to get the sales and marketing teams in the same room to talk it out. Sales needs to communicate what common problems they’re having, value propositions customers have difficulty understanding or appreciating, and the most frequent reasons they can’t close deals. It doesn’t matter if they think content can solve the problem, it just needs to go on the whiteboard. This will serve as the starting point to start crafting content.