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What’s the secret to getting Marketing and Sales alignment on your message?

Here’s a thought: Forget about the message for a while.

Focus instead on content.

Recently a firm called Corporate Visions surveyed more than 700 B2B marketing and sales pros on the subject of messaging development. They asked respondents whether their companies had a collaborative, repeatable process for creating their “message.” Further, the survey asked which of their organizations’ stakeholders were typically involved in message creation.

You can see the survey results here, but I’ll summarize  the two key findings:

  • 33 percent of those surveyed said they do NOT have a collaborative messaging process, while another third said their process is only “semi-collaborative.”
  • Of those involved in message creation, field sales reps — the people who presumably know customers and prospects best — were least represented in the process.

As marketing and sales challenges go, coming to alignment on a message is not a new challenge. Chalk it up to egos, silos, or honest disagreements. Whatever the cause, aligning around a message is a persistent struggle for many organizations.

But let’s take a closer look: Alignment around a message. Put another way…

What’s the best way to describe the benefits of our product? How can we position ourselves most effectively against the competition? What can we say to customers or prospective customers that will make them most likely to become aware of us, consider us, and ultimately decide to buy our service?

In short, coming to alignment on a message requires that Marketing and Sales agree on the answer to this question:

What can we tell you about us that will make you want to do business with us?

Try Alignment on Content

Therein, perhaps, lies the alignment challenge.

For starters, it’s a complex question. There might even be several good answers. But the thing to remember is this: More and more, your “message” is a fairly deep-in-the-sales-funnel consideration. By some estimates, today’s B2B buyers might get two-thirds of the way toward making a purchase before they are interested in, or ready to hear, a “what can we tell you about us?” message.

To help them arrive at that stage in the buying process, there are plenty of questions you can help them ask and answer. Questions that call not for your message, but for relevant information. Useful insights. Case studies. Research. Content.

Content that, done well, speaks volumes about your organization and its ability to understand and solve customers’ challenges, long before you have to come up with a message that tells them you understand and can solve their challenges.

Assuming your Marketing and Sales teams will spend time getting in alignment this fall, consider: It’s conceivable that the more time and effort you devote to understanding your audience, and then planning and producing great content, the less time you’ll spend sweating and struggling over a sales message.

Value your audience enough to provide them with great content, and don’t be surprised if they get your message, loud and clear.
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What say you, marketing and sales pros? Have you found the secret to achieving Marketing and Sales alignment on your message? Or are you spending more time focused on content, and not worrying quite so much about message?

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This post, originally published on Hanley Wood Marketing’s Content Is Marketing blog, is cross-posted here for subscribers to Touch Point City. For more marketing ideas and insights from my colleagues at HWM, subscribe to Content Is Marketing.

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