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It is marketing's responsibility to help ensure the
success of the sales team and channel in meeting the
company's revenue objectives. This includes defining
and developing the most critical marketing and sales
weapons as quickly as possible.
Problem
There are several common problems with the sales tool
development process that cause inefficiency and poor
results: 1) If a company has not clearly defined and
articulated its positioning and key messages, it is
difficult to develop clear, consistent content. 2)
Marketing often develops tools it assumes sales needs
rather than listening to and considering the problems
they are trying to solve, and determining the best
methods to address the problems. 3) Many jump right
into developing a tool (such as a white paper or datasheet)
without considering the specific requirements and
objectives to be met by the particular tool, and ensuring
those who will use it are aligned with the objectives.
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Solution
Karen brings experience and a practiced approach to working
with sales, marketing and partners to understand what issues
they are facing in the field, creatively thinking about
the various ways to solve these issues, and driving or overseeing
the development of the appropriate weapons ensure they meet
the key objectives and needs of the users. She also works
with the team to clarify corporate positioning and key messages
first, before spending cycles on sales tool or web content
development.
Results & Benefits
This approach to sales tool development results in a focused
set of sales weapons that will meet the needs of those tasked
with closing deals or generating revenue critical to the
company's bottom line. Good communication, and disciplined
thinking and planning around sales tool development also
minimizes time and money spent. This process of requirements
gathering and good listening also helps facilitate a healthy
ongoing relationship between the sales and marketing functions.
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