The B2B CMO’s New Role in Sales Enablement

As marketing automation continues to advance, marketers are experiencing an increase in both visibility and accountability as it relates to lead-to-revenue processes. It’s no secret that the relationship between marketing and sales is often rife with tension. Sales expects marketing to increase the value and quality of the support it brings to revenue production and marketing looks for sales to do a better job moving new leads through the sales cycle. Though tension often exists, it is indisputable that marketing and sales must work together if they are going to be successful.

To develop a more collaborative relationship with sales, forward-thinking CMOs must develop sales enablement strategies that put the customer at the center of the messages delivered throughout the self-service, sales and post-purchase phases of the customer experience. This means, sales can no longer operate in a silo; rather, marketing and sales must function as a relay team, making seamless “messaging handoffs” throughout the buying process.

CMOs can achieve marketing / sales collaboration and, therefore, an improved customer experience in the following four ways:

  1. Don’t pass the baton; share the baton: Shift the focus of your demand creation messaging to the customer’s journey rather than the traditional sales funnel.
  2. Put sales front and center: Ensure messaging between sales and marketing are fully aligned in the early stages of demand creation.
  3. Spark conversations with customer-centric narratives: Develop persona-based messages that connect with specific customers within your target audiences that sales can use to relate persona pain points to your unique value proposition.
  4. Maintain post-purchase, marketing-driven customer conversations: Nurture customer loyalty, preserve revenue and increase advocacy with ongoing conversations in the post-purchase stage of the customer experience.

These four customer-centric approaches to achieving marketing / sales messaging alignment and a superior customer experience can only be successful if the sales enablement strategy is born out of a Corporate Messaging Platform — a strategic messaging document that outlines critical elements of your corporate story such as persona insights, positioning statement, who you are and what you do, as well as the value you deliver and key points of difference. This platform is then infused into all selling conversations and tools.

Don’t let a lack of collaboration and messaging consistency prevent you from achieving the highest possible return on all your communication investments.

Establish brand message continuity and convert more sales.

Watch this video to learn how marketing and sales collaboration can create consistent messaging and transform your customer experience.

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By | 2016-11-14T15:19:53+00:00 June 17, 2015|Categories: Sales Enablement|Tags: |

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on Forbes.com.