The full version of this article was first published at: 3 Best Practices to Ensure Channel Sales and Marketing Alignment
In today’s complex selling world, marketing and sales are less siloed than ever before—and that’s great news. Whether they’re putting together the marketing collateral or out in the field talking to clients and signing deals, marketers and sales staff are both engaged in promotion, and both employ a ton of creativity to do it. But not every supplier’s business practices have caught up to the ‘un-siloed’ realities of their sales and marketing teams. If a supplier isn’t set up to facilitate collaboration between channel sales and channel marketing, it can fail to take advantage of the unique creative abilities and perspectives that each side can bring to the table when working in concert. That’s why it’s critical to get your sales and marketing teams’ goals aligned. The following best practices will help you think about your sales team and marketing team not as two separate silos, but as complementary teams with aligned strategies both aiming at the same goal. Most likely, they’re already thinking along those lines anyway, so these tips will help you enable them both to thrive—together and on your behalf. 1. Use Channel Marketing Materials to Push Conversions Marketing materials may have a huge brand-building impact, but at least some portion of your marketing should be used to bolster what your sales staff is trying to do directly. That means having both the marketing and sales teams in the room together when strategies are built out and initiatives are created to get input from both sides…
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