For too many organizations, a great divide persists between marketing and sales. This has been a persistent problem for decades, resulting in inefficient use of company resources, lethargic product launches, low levels of cross-selling and up-selling, reduced customer loyalty, increased customer churn rates, higher operating costs and lower profit margins.
In our book, The Solution-Centric Organization, we describe how sales and marketing can work together seamlessly to support each other in attaining higher levels of company performance and improved business results. All it requires is a clear understanding of how sales and marketing can be aligned for mutual success, supported by an effective solution-focused messaging methodology.
To this end, SPI enables clients to adopt a Sales and Marketing Alignment methodology, a repeatable process for developing high-value messaging for practical use by both marketing and sales.
The Sales and Marketing Alignment methodology consists of two parts: a solution messaging development process, leading to sales tool development.
Solution Messaging is a learnable, repeatable process that can be adopted by any marketing team. It enables marketers to accurately identify key buyer personas and their critical business issues and opportunities, prioritize the issues addressed by a solution, and develop strategic market messaging for positioning the value of a solution to prospective buyers.
A Sales Tool Build generates a tailored set of content that helps salespeople to sell the value of specific solutions to buyers. This set includes communications, plans, and templates that facilitate the successful execution of each step in a dynamic buyer-aligned sales process.
The two parts of Sales and Marketing Alignment enable marketing to support the sales effort with clear and practical guidance about what to say, to whom, and in the right way to convey the full value of solutions to buyers. This enables sales teams to achieve their goals more easily, consistently and rapidly.
The Sales and Marketing Alignment engagement typically consists of:
A two-day Solution Messaging workshop with a product marketing team, to learn and apply the methodology to a real solution
A two-day Sales Tool Build workshop with a marketing team, complemented with representatives from sales, to construct selling content pertinent to a specific solution
Both workshops can be facilitated with the use of automated tools, which capture the results of application exercises and speeds the development of effective sales content. SPI consultants may also work with the client to iterate on the deliverables produced in each workshop, to refine and improve their quality, and to ensure that the marketing team can apply the methodology independently, going forward.