The "battle" of the marketing and sales teams is still on in 2020!
According to a recent CMIT study, "aligning marketing and sales teams may seem obvious, but it is actually more complex than it seems. The numbers speak for themselves: 57% think there is still a lot of work to be done, 23% think the situation is correct and 20% say they are aligned.
Through a series of articles, we are going to present you the different axes on which the two teams confront each other but on which it is possible to collaborate effectively.
The use of marketing content by sales representatives
Marketing Vision
"Salespeople are using the wrong arguments!"
The marketing department produces sales aids for sales representatives for customer and prospect presentations (brand speeches, corporate presentations, offer descriptions, product sheets, customer references, etc.).
However, the question arises as to:
- if the latest content is retrieved (from the intranet, as an email attachment, in a shared folder,...)
- if the content is used as is or reworked (with the right graphic charter, with updated arguments,...)
- if the brand discourse is correctly rendered
Vision of the Salespeople
"Marketing presentations don't work for my appointments."
Marketing produces material that is under-utilized in the commercial field, sometimes also because it is not very usable in appointments.
Sales forces regularly use an existing (and not necessarily up-to-date) presentation to recreate a specific presentation for each appointment (without necessarily respecting the graphic charter), which creates problems of harmonization of the message!
According to a study by Proudfoot, salespeople spend 20% of their working time making presentations... and only 11% selling!
How to make marketing and sales collaborate?
Sweet Show helps you turn your salespeople into brand ambassadors!
Sweet Show is a solution that aligns marketing and sales and harmonizes brand discourses, while bringing benefits to each department.
How does it work?
- The marketing department has a content distribution platform.
It chooses the timing and the targets for the distribution of marketing materials for a better control and consistency of the arguments. Thanks to an automatic feedback of the presentation activity, it is possible to know :
- the presentations used
- the users who present
- the most effective arguments
The statistics available in Sweet Show enable you to analyze sales aids and optimize them, the aim being to adapt them to different appointment situations.
- The sales department uses an agile presentation application.
All sales materials are centralized on his tablet and in offline mode.
The salesperson doesn't waste time searching for presentations and his different sales pitches are available in his application...no need to spend time creating presentations.
He can't modify the presentations and therefore alter or omit elements of the brand speech.
That's it for this week!
We look forward to seeing you soon to continue discovering how to align marketing and business!
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