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Context and key takeaways:
Today’s business environment is turbulent, to say the least. Geopolitical instability, inflation, rising interest rates, industrial action, and supply chain issues are just a few of the challenges many businesses face.
Given this context, it’s more important than ever for businesses to make the most of managing what they can control. One area that is frequently overlooked, even neglected, is the relationship between sales and brand marketing teams.
When these sales and brands collaborate they can:
Create a more comprehensive understanding of their target customer
Collaborate to develop engaging, on-brand messaging
Provide sales with the resources and tools they need to succeed
Track performance metrics that help to measure and improve results
Bring down historical barriers that may have been built over the years
The key is to embrace a mindset that focuses on synergies and not silos – as summarised in the model.
Understanding Your Customer: Sales and Brand Marketing Can Partner to Build a Comprehensive View of Your Target Customer.
Your sales and brand marketing teams can collaborate to develop a comprehensive view of your target customer. Sales teams frequently receive direct feedback from customers about their preferences, expectation, and challenges. This means sales can / should have their finger on the pulse of their customer’s pain points, frustrations, and aspirations. Marketing gold for those working in the brand.
Brand marketing teams can provide insights from brand equity measurement / ongoing brand tracking studies. These are longer-term, pre-emptive metrics that act as a metaphorical crystal ball helping sales be one step ahead of the game.
For example, in my former life, I used to work in mobile telecoms. The B2B brand team used to collaborate with the sales team to understand the specific challenges clients faced when it came to mobile data and enabling mobile services for both SME and enterprise clients. By…
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