"Marketing and Sales make great partners – when they make the effort to collaborate. Marketing can help Sales understand what the customer is doing before and after interactions. This can lead to more effective sales conversations and a shorter sales cycle."
Marketing might be creating valuable content, but if your sales team isn't using it, what's the point. Matt Sharrer points out key areas where marketers can ensure that sales is using and optimizing the content being created by marketing.
How to Get Sales to Use Your Marketing Content - Sales Benchmark Index
Your marketing team spends time and money to produce quality content. So why won’t the sales team use it? The hard truth is often Sales doesn’t know how to use marketing content. They don’t know what is applicable when during the buyer’s journey. From prospect to customer, Sales may be unclear what is helpful during each stage. Sales also might not believe that the content is relevant. The usefulness of marketing content may be in question. Both of these problems are relatively easy to solve. Keep reading to find out how to get sales to use your content effectively. The hard truth is often Sales doesn’t know how to use marketing content. How to Get Sales and Marketing Reconnected Your team’s main objective is producing quality leads for Sales. So the needs of the sales organization should be part of your content strategy. The first thing you must do is facilitate the conversation. Marketing and Sales need to understand where each other is coming from.[p] How is the sales team currently using conten...