Brothers in Arms

Brothers in Arms

Your 3-step plan for aligning marketing and sales

Brands everywhere can swap stories about what it takes to keep their sales and marketing departments on the same page. According to a Content Marketing Institute (CMI) and LinkedIn survey, only 46 percent of marketers describe their sales and content marketing teams as well-aligned. That means 54 percent of brands rely on sales and content teams with too much tension between them and not enough cooperation. But it can be done. Here, the Influence & Co. offers three ways you can help pull your teams together:

  1. Make communication easy
    Get organic. Set regular meetings. Organize chat groups. Skype. Slack. Pick a way, any way, but create ways for your teams to regularly interact. When rapid decisions must be made and key interdepartment input is needed, your teams must be on the same page.
  2. Involve both teams in content creation
    While marketing teams are good at creating content, it is not always easy for sales to use it to help potential clients. The best way to overcome that is to get sales involved in the content creation process. That means getting their feedback. Salespeople know what questions their customers have.
  3. Keep content updated and accessible
    Salespeople must be informed. Start by mapping out your content strategy. Provide them with weekly updates. Send emails with links to and summaries of each piece of content. Create a content bank or a resource library, which makes it easy to find.

This article appears in the new September/October 2019 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.