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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.

GUIDE

06.

Content for Both

Sides of the Table

This ultimately translates to more revenue compared to a fragmented

approach. Even if resources are tight, resist the urge to make marketing

materials do double duty for sales. The results will suffer on both ends.

Developing content for both marketing and sales keeps each team focused on their part

of the funnel while helping them work together cohesively. To best arm both marketing

and sales with what they need to be successful, take an integrated cross-departmental

approach:

Train marketing and sales teams on their distinct goals

and how to collaborate. Make it clear marketing is demand

generation. Sales is demand conversion.

Foster communication between the departments to share

insights around buyer pain points, objections, and motiva-

tors to inform content.

Ensure marketing allocates budget for sales materials and

that sales allocates time to inform marketing content.

Take a modular, componentized approach to content that

allows you to repurpose elements but keep core assets

separate.

Utilize marketing automation and CRM systems to track

content performance across the funnel and gain insights

to improve future content.