#38 – Using Marketing to Support Sales

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Welcome to this week’s edition of Wisdom Wednesdays! This is the last of 3 remaining features – ever (that’s right, I won’t be doing one on Christmas Day! 🤣).

Today I thought I’d talk about something I’ve been doing throughout my entire career – using my marketing skills to directly support a company sales function.

The two departments work better when they work together 💪🏻

Here are some powerful ways to make sure you align marketing and sales for success:

1️⃣ Design Collaterals: Use the design skills available within your marketing function to create impactful brochures, leaflets and sales kits for your team. They provide tangible resources that reinforce your messaging when customers are indecisive.

2️⃣ Targeted Emails: Don’t just use e-mails for marketing messages. Create tailored emails for the sales team, from introducing them to cold prospects to helping to re-engage them with past pitches. Personalised communication can make all the difference.

3️⃣ Boost Brand Awareness: Strengthen your PR and branding efforts so that prospects recognise your brand name before the sales team even begins the conversation.

4️⃣ Merchandise Matters: Equip your team with branded stationery, clothing, or promotional items so that they can leave a lasting impression.

5️⃣ Statistical Insights: Leverage your demographic data to identify target markets and persona types, helping sales focus their efforts on the most promising leads.

6️⃣ Event Support: Create event-specific materials like banners, handouts or branded gifts to maximise your sales team’s presence over your competitors at events.

7️⃣ Web Content: Align your website messaging with sales needs by highlighting unique selling points or customer testimonials that seal the deal.

8️⃣ Lead Qualification: Use marketing analytics to provide the sales function with insights on warm leads, saving them time and increasing conversion rates.

9️⃣ Sales Presentations: Work with the sales team to design professional and visually compelling presentations.

🔟 Case Studies: Create real-world success stories showcasing your products or services in action. Sales teams can use these to build credibility, plus it’ll bring them closer to the customer in question.

Summary: Marketing isn’t just about visibility; it’s a vital partner to sales. By combining strategic insights with creative outputs, you can drive real results.