Aligning marketing communications with sales enablement to increase impact

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We need to be customer-focused!

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Lesson #1

Look deeper than the initial request

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How we started

§  Started small with one topic area

§  Pilot training

§  Tailor materials

§  Train again

§  Message again

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Lesson #2

Test, refine and test again

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Lesson #3

Find your advocates

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Launch

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Be ready!

Lesson # 4

Money talks

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Why should marketers care?

57%

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Customers’ progress through the purchase decision before engaging sales

14 Source: 2011 Corporate Executive Board Customer Purchase Research Survey; CEB Research (n=1399)

Customer due diligence begins

Customers are choosing to delay commercial conversations with suppliers

Purchase Customer’s first serious engagement with sales

57% complete

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Lesson #4

Marketing owns the message

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"…the goal of collaboration is not collaboration, it’s better results!”

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− Morten Hansen, management professor at University of

California, Berkeley and at INSEAD, France

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