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Why Marketing Should Contribute to Sales Execution

by Christopher Faust  |  
May 13, 2014

The gap in every organization's sales execution results exists for very specific reasons. Buyers are savvier, the sales process is more complex, and sales and marketing teams have not transformed to be more in-line with buyers' needs.

To communicate value, businesses must reinforce sales training investment during the selling process, deliver coaching and guidance in real time, embed tools and appropriate buyer stage content at the right moment of the buyer's journey, and make it easier for sales teams to access compelling Marketing-generated assets.

Understanding the Gap

Over half of buyers disengage during the selling process and stay with the status quo because value was not presented effectively or what was presented was not aligned to the buyer's specific business challenges.

Reasons why value is often not presented effectively include…

  • Sales not using content and resources that marketing teams have created.
  • Content and resources often not aligned to specific buyer stages.
  • Sales not aligning to where buyers are in their buying process.

The end result is Sales spending too much time searching for compelling content and applicable resources, which can lead to less time selling. So selling content goes unused, which wastes Marketing's time.

That scenario happens at most organizations in varying degrees with the impact on both the top and bottom lines.

Marketing's Contribution to Sales Execution

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Christopher Faust is the chief marketing officer at Qvidian, a provider of sales execution solutions.

LinkedIn: Christopher Faust



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  • by Gylliayn Wed May 14, 2014 via web

    I enjoyed reading your article. I am an artist. You may think as an artist, I know the last thing about business. The truth is business is business. It is about filling a need by creating value doing it. Selling water to a whale may seem impossible, but I bet somewhere, some whale is wanting a special kind of water that unless introduced to him and communicated to him in a way that only he understands, would never have known it existed or even that he desired it. It is all about the way it is communicated. As an artist, I try and still learning to communicate my message across the board to the different demographics that I target-still comes back to me completing the creative-however learning different 'buzz' words that reflect who 'they' are ( getting inside their head ) and bridging the gap to build trust in each area is another project on its own- suggestions?

  • by cfaust Fri May 16, 2014 via web

    The best suggestion always is never stop "wanting to learn" - in business and in life. To me, communication is all about the who - who's the audience and what's most important to them. With that understanding, we can craft the words, and images, that they will understand and which will resonate. Less about buzz words, and more about context.

  • by Gylliayn Fri May 16, 2014 via web

    Yes, Thank You. That reminds me when I do think of Buzz Words, if I tend to think this way, prospects will see right through that. Context is going a level deeper and actually being a apart of the conversation. Thanks for the nudge :)

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