GUIDE
08.
Conclusion and
Takeaways
Conclusion
Takeaways
Developing strong alignment between sales and marketing allows you to nur-
ture prospects and close deals in a unified system. But this requires under-
standing their differing roles. Don’t undercut the effectiveness of either func-
tion by having sales and marketing materials serve double duty.
Give your audience what they need at each journey stage—supply market-
ing with compelling content to attract and convert potential buyers. Next,
empower sales with purpose-built tools and content to address specific pros-
pect use cases, questions, and objections. Making this distinction will lead to
greater success for both teams.
Focus first on creating high-quality content for each part of the funnel. Then,
look for responsible ways to cross-pollinate and multi-purpose elements be-
tween departments. This integrated strategy will allow you to provide the
right content, to the right people, at the right time. In an age of information
overload, alignment between sales and marketing content is key to breaking
through the noise to drive more revenue.
Marketing content educates and nurtures, while sales materials
persuade and close. They serve different purposes.
Marketing assets attract prospects early in the funnel, while sales
materials are used at the bottom to make the business case/close deals.
Sales reps need custom tools and calculators tailored to their situation
versus generic marketing content.
Sales playbooks and plays provide proven frameworks, scripts, tem-
plates, and assets organized by the sales cycle.
An integrated approach trains both teams on their roles, fosters com-
munication, and takes a modular approach to content.
Identifying core brand differentiators provides a consistent blueprint to
tailor value props to various segments in both marketing and sales ma-
terials.
© 2023 Workaletta Inc | info@workaletta.com