The One Doc Your Sales and Marketing Teams Must Have
BY Janine Popick
In almost every organization, there's opportunity for marketing and sales to be more closely aligned. This shared document can help.
Are your marketing and sales team working together seamlessly to get more sales for your business?
If you answered "yes" consider yourself lucky. In almost every organization and business of every size there's opportunity for marketing and sales to be more closely aligned, to work together to produce better qualified leads and seal more deals. Plus, the sales tactics that might have been your go tos in the past, may have become less reliable in this era of "content is king". So how do you bridge the gap between your marketing and sales team? Read on and I'll share how one document did that at my e-mail marketing company VerticalResponse.
But, where we had a disconnect was we noticed our sales team wasn't actively using the content that marketing was creating to help move sales through the funnel. We have a pretty short sales cycle, but nonetheless, providing a prospect with a relevant piece of content that addresses their pain points could be a game-changer. But how inefficient would it be for the sales team to go hunting around to find the right piece of content for the right product at the right stage of the lifecycle? No wonder they weren't using the marketing content-- they didn't even know.
Put It All In One Place
Enter the director of content marketing. She saw the need for a comprehensive content inventory and hunkered down in her cubicle for two days. When she reemerged she had a document that had every single guide/whitepaper, webinar, case study, infographic and customer quote that we had ever produced. Each piece of content is mapped to the product or service that it relates to and also the stage in the lifecycle that the content applies to.
The document also includes links right to the content. We uploaded the doc to Google Drive and shared it with our entire sales team. They went crazy with excitement and they started actively using content in their messages and engagement with prospects. Then our Customer Support team wanted it too, so of course we shared it with them so they can share resources with customers calling in or e-mailing needing help with our products or services. We update the doc each time we have new content or when something needs a refresh so it is always current.
JANINE POPICK is the CEO and founder of VerticalResponse (a Deluxe company), a leading provider of self-service email and event marketing, online surveys, social media, and direct mail solutions. The company was ranked No. 2,802 on the 2012 Inc. 5000. @janinepopick