The sales and marketing alignment methodology consists of two parts: a solution messaging development process, leading to sales tool development.
- Solution Messaging is a learnable, repeatable process that can be adopted by any marketing team. It enables marketers to accurately identify key buyer personas and their critical business issues and opportunities, prioritize the issues addressed by a solution, and develop strategic market messaging for positioning the value of a solution to prospective buyers.
- A Sales Tool Build generates a tailored set of content that helps salespeople to sell the value of specific solutions to buyers. This set includes communications, plans, and templates that facilitate the successful execution of each step in a dynamic buyer-aligned sales process.
The two parts of Sales and Marketing Alignment enable marketing to support the sales effort with clear and practical guidance about what to say, to whom, and in the right way to convey the full value of solutions to buyers. This enables sales teams to achieve their goals more easily, consistently and rapidly.
Sales and Marketing Alignment Consulting Services
The sales and marketing alignment consulting engagement typically consists of:
- A two-day Solution Messaging workshop with a product marketing team, to learn and apply the methodology to a real solution
- A two-day Sales Tool Build workshop with a marketing team, complemented with representatives from sales, to construct selling content pertinent to a specific solution
Both workshops can be facilitated with the use of automated tools, which capture the results of application exercises and speeds the development of effective sales content.
Our consultants may also work with clients to iterate on the deliverables produced in each workshop, to refine and improve their quality, and to ensure that the marketing team can apply the methodology independently, going forward.
Program Delivery Options
Our Sales and Marketing Alignment Program is Available in the Following Modalities
Virtual Instructor-led Training that Replicates In-Person Classroom Experience
Our VILT solution leverages video and digital technology and 40+ years of sales and learning expertise. Our virtual classroom replicates the experience and impact of live, in-person training by using interactive tools such as polling, chats, and breakout groups, to ensure time for small group work like group drills and role plays.
Interactive, Instructor-led Training
Our onsite, Instructor-led workshops are an experience. We use a ‘Learn-by-Doing’ methodology, where sellers are actively participating in role plays, problem solving, and brainstorming exercises. They also receive intensive coaching and feedback throughout the onsite program by the best facilitators in the business.