Awhile back I wrote about my conversation with my sales team as being the best I had all day. The point was that as marketers, our sales groups are our customers. I feel like we forget this. We draft up personas about our target audience and consider messaging for email campaigns and websites that ‘sell’ our company’s products but we don’t often think about applying the same attention to sales.
The Role of Field Marketing
Over the last couple of years – at least for me – I have seen a new role emerging called Field Sales Marketing. In this role, marketers are assigned to either a sales rep or a territory and it is their responsibility to ‘hold hands’ with the sales team. Sales does their job; selling the win. Marketing does their job; developing compelling materials and messaging to support the win.
So let’s consider sales as our customer the way field marketing does. What does sales need from us? How can we make their lives easier?
Internal Newsletters and Doing the Work
Something you can start doing right now, as in today, that is very simple and very helpful is create an internal newsletter designed for sales. Now I will not call sales lazy in what I am about to say next but sometimes we need to support them as in do the work for them. This doesn’t mean calling their prospects. This doesn’t mean making call lists (not all the time). This doesn’t mean farming or hunting or anything else to do with animals. This means supporting them by doing some work.
The newsletter is often thought of in a couple ways. Most common is the customer newsletter or company newsletter. Next may be an internal newsletter. What about a newsletter just for sales? Create one weekly that is comprised of articles about the competition, major changes to the product, internal announcements that are relevant, industry news that the external audience (prospects) is interested in and anything else that may be considered useful.
I see internal chats and emails flying around saying ‘check out this news article’ or ‘this company just released this upgrade’ or whatever. It’s too much for anyone to digest let alone your sales team. Support them by quickly consolidating what’s important, add some brief descriptions (cough, read the article for them so they dont have to) and send it out.
It’s not hard, you already have the content and I bet your sales team with be overjoyed (ask for feedback and suggestions for improvement of course).