In far too many businesses, radio silence is the status quo between marketing and sales team members. Even progressive startup organizations can fall into this trap of siloed operation.

That's a shame, because everyone in those companies suffers as a consequence. After all, corporations that align their marketing and sales processes report doubling their revenue and closing nearly 40% more deals.

In other words, if Marketing and Sales would communicate and collaborate, there would be less wheel-spinning and more success.

It's time for marketers and salespeople to tune in to one another, ultimately forging a partnership that garners serious profits and stellar performance.

The Advantages of Marketing and Sales Cross-Pollination

Marketing and sales teams have plenty to offer one another, especially content-wise.

Marketers drive interest in the product or service through the content they produce and publish; salespeople nurture the would-be clients through the educational content and sales materials they share. If the content coming from Marketing and Sales is disjointed, however, prospective clients can quickly lose trust.

Unfortunately, marketing content is often shelved after one use, which can make it a costly investment. If that content could have a second life—or third, fourth, and more—its ROI would soar.

How might that happen? Sales reps could repurpose the marketing content ad infinitum by offering it to potential clients, sending it as a touchpoint to current customers, and adding it to their professional LinkedIn portfolios.

By offering their insider knowledge, members of the sales team could help Marketing generate smarter, more relevant content. Marketing team members often struggle to come up with new concepts, sometimes aiming in the dark. Salespeople could become their link to finding out what topics are hottest. The resulting content would then be shared as needed for the benefit of all parties.

Crushing Goals Together

Many businesses are doing OK despite having a Sales Island separate from their Marketing Island. Yours might be one of them. But if you want to move your company to the next level, you need to build a bridge between the two. You can start by initiating one or more of the following strategies to foster two-way communication and the creation of tactical, winning sales enablement content.

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ABOUT THE AUTHOR

image of Kelsey Raymond

Kelsey Raymond is the COO of Intero Digital, a 400-person full-service digital marketing agency that offers comprehensive, results-driven marketing solutions.

LinkedIn: Kelsey (Meyer) Raymond

Twitter: @Kelsey_M_Meyer