#44: Listen as Pam Didner, B2B marketing consultant, speaker, author, and all-around badass, bridges the gap between the marketing and sales teams. She offers insight to help sales reps maximize marketing to sell more effectively and navigate the digital world.
Listen to the episode by clicking play below OR search “the sales lift” wherever you get podcasts.
Don’t feel like listening? Read the Episode Cliff Notes instead below:
Marketing vs. Sales Team (0:38)
Her three books are global content marketing, effective sales enablement, and the third a very short ebook looking at the trends of how AI might impact the overall B2B marketing landscape.
When it comes to sales, you need to change your mentality and think from a client’s perspective. The best way to understand what their needs are is to have a conversation with them. Based on your job description and what you do, you can determine how you can better support them.
From there, you classify your marketing content so that your salespeople understand how to use it based on the sales stages. Make it easier for your sales team to insert it at the key moment during the process to put things in perspective and make a contextual.
For marketing people, if you want to work with salespeople, you need to understand what they do. The sales side needs to understand what their biggest pinpoint is. Be direct about it and have data to support it.
Finding Alignment (6:39)
Pam explains that working together needs to be driven from the top down. There needs to be constant collaboration. You should plan far out annually in advance how you’re going to work together, create those SLS, and then collaborate regularly to make sure you’re staying aligned.
Pam thinks that there’s so much more that marketers can do to support the sales teams in a digital world.
Clients are often coming in through the marketing side, which can provide some value to the sales team. So that collaboration, that connection, needs to happen.
Sales and marketing will fundamentally be different. However, Pam believes there is some commonality to both sides and a joint initiative that they can do together.
Sales Reps & Marketing (14:09)
Pam believes sales reps should 100% be taking part in their own marketing projects. Things move so fast in the digital world, and part of it needs to be decentralized.
Marketers need to train their salespeople on branding guidance on the messaging guidance on the creative that they should use the app. They should be able to play.
Marketers can provide their reps with templates, leads, content, or even less to their sales reps who want to take the initiative. They can provide as much or as little guidance needed to enable their reps.
Pam recommends developing social selling, writing, and virtual communication skills to better orient yourself in marketing. It’s about maximizing your marketing so you can go to them and see what they can do for you because the sales team’s time is precious.
Pam Didner is a B2B marketing consultant, writer, podcaster, speaker and author of 3 books: Global Content Marketing, Effective Sales Enablement and the Modern AI Marketer. She trains, coaches and provides strategic guidance on sales enablement, account-based marketing, and sales and marketing integration for enterprise and technology companies. She has given future trends, content marketing and sales enablement presentations and workshops in the US, Europe, South America and Asia. She is strategic in nature and tactical in execution. She also specializes in sales, marketing and internal/external communications consulting, keynote presentations, corporate training and planning sessions. She shares her personal marketing stories, templates, and frameworks that the audience can immediately put into action on her podcast, YouTube Channel, B2B Marketing and More with Pam Didner.
Where to Find Pam:
FB Community: Build Your Marketing Skills to Get Ahead