According to an article in Harvard Business Review, the lack of alignment in sales and marketing hurts performance. When the two efforts are out of sync, the entire organization can suffer.
“There is no question that, when sales and marketing work well together, companies see substantial improvement on important performance metrics: Sales cycles are shorter, market-entry costs go down, and the cost of sales is lower,” said the article, “Ending the War Between Sales and Marketing.”
In a recent study of sales leaders, “better messaging” was listed as the top assist to the sales process. It outranked “more qualified leads.” Of the top six areas that would win more sales, salespeople wanted better materials, better messaging, better websites and more testimonials/case studies.
We often talk about content marketing in a general sense, but salespeople are clamoring for more of all forms. Only a minority of executives believe the “quality or quantity of content provided to salespeople meets or exceeds expectations.”
So why can’t salespeople sell? It could be your content. So the war may continue to wage on and on, but it sounds like more and better content will soothe all the wounds of the war for good.