Dec 08

Closing the gap between marketing and sales

Guest Post by Deborah Brown, Peppercom

December 8 - gap Years ago, I remember the marking manager of a client desperately ask, “Can Peppercom please help us? I don’t know how to get marketing and sales aligned. There’s virtually no communication and sales is off saying what they want to customers, while marketing is trying to instill consistency with our messages.  What do we do?” Several weeks later, with a sales consultant, Peppercom developed “Pain –Based Selling,” a program that aligns marketing and sales and closes the gap between what salespeople believe is keeping their customers up at night and what actually is. And, about a year later, co-founder Steve Cody co-authored a book on the topic entitled “What’s Keeping Your Customers Up At Night?”

Now, fast forward about seven years. And, guess what? Sadly, very little has changed. To be fair, there is some alignment in certain companies, but from my experience, it’s still very limited or – in other companies – doesn’t even exist. It seems absurd when the two disciplines can greatly benefit from one another. At Peppercom, we try to go on sales calls with clients so that we can understand how messages are resonating with key audiences and get feedback from customers and prospects. Even this is often challenging to schedule. Yet, when we do go on sales calls, we can immediately uncover important information that can further strengthen existing marketing and communications programs or give us ideas for future ones.

I’d like to pose this question to you:  Can your company survive if sales and marketing are on different teams? 

That’s the focus of a FREE webinar from Peppercom this Wednesday, December 9th , from 1pm-2pm EST.  “Coach Nick” Papadopoulos, Sky’s The Limit Corporation Founder and author of the sales book “Championship Selling,” Steve Cody, Co-Founder of strategic communications firm Peppercom, and Matt Schwartzberg, President of A-1 First Class Viking Moving & Storage will discuss this question and the formula for success in 2010. The panel will be moderated by Sam Ford, Peppercom’s Direct of Customer Insights and research affiliate with the Convergence Culture Consortium. The panel will discuss proven strategies for breaking down the walls, how to take advantage of the first signs of economic recovery, the difference alignment has made for A-1 First Class Viking Moving & Storage, and much more.

Please click here for more details.

It’s critical for marketing and sales to understand each others' role and value. Bridge the gap….before it’s so wide that your company falls through it into oblivion.