A New Marketing Bill of Materials
It makes sense that a company's marketing messages, content and other output work to meet the needs of its sales reps and the requirements of the selling process, right? Unfortunately, this doesn't always happen, often because of a common disconnect between the marketing and sales departments.
Marketing and sales must be in total alignment for a company to truly achieve revenue-generating sales effectiveness. What's needed to bridge the gap is a methodology for structuring marketing and sales messaging—in other words, a systematic approach to creating sales-ready messaging that boosts sales effectiveness to the ultimate benefit of the bottom line.
The Messaging Component List
A good place to start is with the creation of a “marketing bill of materials.” The first was originally created some 30 years ago by the marketing industry as a means of applying structure to the design, manufacturing, inventory and resource planning processes and, in the process, revolutionizing efficiencies.
Today's iteration is based on messaging components that correspond to different steps in the sales cycle. When brought together, they form a sales-ready, customer-relevant story.
Consider the four basic questions sales people ask themselves when they wake up each day and, as marketers, you're creating messaging designed to really fit with your target market:
→ end article preview
Read the Full ArticleMembership is required to access this how-to marketing article ... don't worry though, it's FREE!
