We’ve found that there is often a sizable divide between sales and marketing teams. Marketing teams focus on strategy, positioning, and creating demand. They can get frustrated by the Sales team’s lack of alignment with those initiatives and with the inconsistency of messages delivered in customer conversations. Marketing needs their strategies to be implemented. Sales needs to have compelling conversations and needs the right training to help them do that.
Crafting and deploying a sales messaging playbook is one strategy for achieving alignment between Sales and Marketing. A sales playbook is a digital conversation guide that provides salespeople with the framework and content they need as to prepare for customer conversations. A sales playbook should take the best ideas your organization has and teach your salespeople What to Know, What to Say, and What to Show to customers to deliver increasingly effective messages.
Alignment occurs when Sales, Marketing, and Product teams work together to compose the sales playbook. Your Marketing team can offer the strategy and positioning. Your Product team can lead the discussion about the capabilities of your products and solutions, and your Sales team can speak to what resonates with customers in the real world.