Marketers Need to Learn from Their Sales Team

There’s always this kind of weird tension between sales and marketing; where you know sales can blame marketing for not bringing the right material to the table and marketing can be mad that sales are not using the material they think will work. So there is always this kind of weird tension and I feel like maybe it’s because I’m a salesperson originally and became a marketer I feel that marketing needs to spend an enormous amount of time with the salespeople. Listening face to face, watching them negotiate, watching what resonates with a customer and really understand from the front line people who are fighting a battle what it is that’s been working.

You can have a master framework, you can have master messaging drilling at work and then you can infuse the insights from the sales team into that to make sure that having empathy for the customer and the sales folks is very important to build the right material for them.