Too often, marketers struggle to produce messages and content that are carried forward by the rest of the organization. It’s like there’s a schism between the marketers trying to generate qualified leads and the sellers who are intent on sharing insights that guide buyers to a final decision.

According to SiriusDecisions, 70% of the content generated by marketing for sales support purposes never gets used by sellers. That’s a lot of time and resources to waste in a fruitless venture.

So how can this alignment challenge be addressed and messaging consensus realized?

Success begins with bringing a full spectrum of voices and perspectives into the mix. You want to ensure the voice of sales and the voice of the customer – not just the voice of marketing – are reflected in the content that’s produced.

You have a story to tell. But it’s not just your story. It’s a story that’s shared by the sellers on the front lines and the buyers that must weigh the implications of pursuing a new path.

Fortunately, content development represents an opportunity to bring all key parties together. By ensuring that not only your domain experts but your sellers – and, when possible, your customers – are fully represented in the content creation process, you create messaging unity and alignment.  

Is Your Selling Organization Fully Engaged in the Development of Your Messages and Content?

So, ask yourself: Is your sales organization participating in the development of your messages and your content? If not, your sellers are very likely producing their own – often, misaligned – messages. But they are the ones who are most immediately exposed to the voice and concerns of the customer.   

Sales asset management software – from parties like Bigtincan, ClearSlide, HighSpot, Savo, Seismic (and others) — may help bring a new level of discipline to the distribution of sales content and the measurement of its use. But it’s unlikely such solutions alone can be the lever that drives an organization’s alignment and conviction around the stories it’s sharing in sales conversations. 

You are challenged to empower your buyer with knowledge, insight and reliable guidance.

Your point of view creates opportunities for buyers to learn about their problems in greater depth and the consequences of not addressing them. It helps them to see they are not alone in the challenges they are confronting.

But the development of this POV message is also an opportunity to strengthen your company’s commitment to a shared value story — one that also closes the value gap with prospective buyers. Why not consider new ways of bringing the voice of your wider organization into the mix? This can fuel market momentum and deepen the belief of all parties – sellers and customers – engaged in a sale.

Contact me to find out how companies like yours have worked to close the Value Messaging Gap that separates marketers, sellers, and customers.

E-book Excerpt: Product Marketing Imperiled

E-book Excerpt: Product Marketing Imperiled

Senior decision-makers say they are disappointed by 85% of their sales conversations.1  What lies behind that number should be of concern to every product leader, manager, and marketer.  Your role is to ensure an active, enthusiastic presentation of your product to...

It’s the Quiet Ones You Always Have to Watch Out for . . .

It’s the Quiet Ones You Always Have to Watch Out for . . .

We may have been quiet for a while here on the Visible Impact blog, but that doesn’t mean we haven’t been busy. In fact, in addition to helping our clients find their story and make it matter, we’ve been working on a bit of a side hustle. We salute all our past...

Broken Mirror? New Thinking on Successful Sales Conversations

Broken Mirror? New Thinking on Successful Sales Conversations

New research introduces a surprising perspective on the use of the mirroring technique in sales Mirroring is a concept that emerged from the world of psychology and has been fully absorbed in today’s sales training approaches. In fact, it’s almost considered a given....

Subscribe to the Visible Impact Newsletter

Like what you see? Subscribe to our newsletter for more great content!

We publish our newsletter quarterly, and we promise no spam. And of course, you may unsubscribe any time.

Let's Start Something new
Say Hello!

Ready to vividly express your vision with messages that matter, engaging content, and sales activation? Send us a quick note to get started!

Contact VI!

512.750.4156

9600 Escarpment Boulevard, Suite 745-87 Austin, Texas, USA 78749

© Visible Impact 2019

Share This