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Marketing Materials Are Not Sales Materials

Many marketers try to make their content marketing materials pull “double duty” for sales enablement. But this often waters down effectiveness on both ends. Learn why sales and marketing collateral have distinct purposes and how to create the right content for each stage of the buyer's journey.

+79%

of sales leaders say updating

sales collateral is a top sales

enablement priority.

(Sales Enablement Society, 2022).

+40%

Sales has more meetings

with with personalized

content.

(Seismic, 2022)

GUIDE

04.

Sales Needs

Custom Tools

A look at what works.

Even if a marketing asset like a

whitepaper has persuasive el-

ements, sales reps need cus-

tom tools tailored to their situa-

tion. Materials should be crafted

through the lens of different

buyer personas, industries, and

use cases. Sales collateral incor-

porates competitive compari-

sons, ROI calculators, and other

functionality that generic mar-

keting materials lack.

First

Second

This tells us two things: too many

companies are cutting corners

and taking shortcuts, and these

shortcuts impact sales’ ability to

sell.

Trying to make marketing as-

sets pull “double duty” for sales

usually leaves salespeople ill-

equipped. Reps need content

designed to address prospects’

unique pain points and objec-

tions and make the business

case for your solution. Sales play-

books and sales plays provide

this tactical support for winning

deals.