As a marketer, you’ve obsessed over optimizing search, social, events, and even direct mail. And while you’re busy measuring and perfecting every marketing channel, your sales team — the real revenue driver — is being overlooked.
Despite your efforts, you still can’t get your sales team to deliver a consistent and compelling message.
This doesn’t have to be your story. Harness the full potential of your most important marketing channel — your sales team. It’s time to help your sellers better understand your marketing messaging to create stronger alignment and greater revenue impact.
Your sales team doesn’t fully understand your messaging so they can’t confidently deliver it.
It is not enough to simply drop marketing messaging and materials on a shared drive or send a note in a chat channel. All your hard work will fall through the cracks, and it should be no surprise when sellers turn to whatever they have on hand instead of your messaging.
Sellers shouldn’t have to figure it out by themselves. If you want your marketing team to harness the full potential of sellers, you need to invest in supporting sales with learning that explains your decision making and connection to value proposition.
How to help your sellers understand the messaging.
Keep your messaging simple:
Complex messaging can confuse or overwhelm sales teams. If they can’t understand it themselves, they won’t be able to properly convey the value to buyers. Focus on buyer value, how your product delivers that value, and why you’re different. Use everyday language that makes it easy for sellers to remember and deliver to buyers.
Connect the dots with context:
Without proper context on the how and why of messaging, sellers can’t grasp and communicate it effectively with buyers. Context drives credibility for sellers in conversations with buyers. Help your sellers understand the why behind specific messaging, so they can use it to build trust with buyers. Provide context and lead learning sessions on the messaging to explain why specific choices were made. Learning sessions and resources should highlight the connection between messaging, concrete data, and provable market trends.
It’s time to optimize your sales team’s potential.
Messaging misalignment between marketing and sales is all too common and costs companies potential revenue, due to overcomplicated messaging and improper context. As a marketing leader, you must do more than simply connect with your sales counterparts: you must give your sales team the strategic focus that you put into every other marketing channel. By ensuring your sales team fully understands your messaging, they can confidently deliver it and close more deals.
Your marketing team may be up against this challenge — and other obstacles — that prevent messaging alignment with sales. Check out our article “Why sellers aren’t buying into your marketing messaging” for advice on how to craft marketing messaging that your sales team can trust.
