A sales pitch is only as strong as the content that supports it. Your reps rely on marketing to produce materials that make them shine, but content creation should never be a one-way street. When sales plays an active role in content development, you’ll see better results from both teams.

Using Intel from Sales Reps

No one knows your clients and prospects better than the sales reps. They’re on the front lines forging relationships, and they’re the first to learn what motivates leads. If your marketing team isn’t working with sales to turn these insights into messaging, you’re leaving value on the table. 

Encourage sales to share their deep understanding of target buyers, from their most challenging pain points to the unmet needs marketing may not see. This ensures every piece of content is designed to make an impact with the most valuable prospects. 

Content with One Voice

Ideally, marketing creates content and reps deploy it. If the sales team produces content independent of the marketing department, you’re likely to run into a few problems: 

• Less coherent message
• Content that lacks official branding
• Contradictory information across sales collateral
• Materials with a less polished look

Rather than creating their own content, sales reps must let marketing know when there’s a gap in the collateral they need. Reps should be encouraged to turn to marketing when they have ideas for new content, ensuring everything they share with clients is on-brand and on-message. 

Feedback is Key

Consider this example: reps use the same brochure and video demo in almost every pitch, yet they rarely turn to a series of slide decks marketing put together for the same product line. Unless marketing knows which materials are most effective, they may invest more time, effort, and budget in creating content that leads aren’t excited by and sales won’t use. 

Because of this, reps should always communicate with marketing about which content clients respond to and which pieces fail to get results. This helps the marketing team make the most of their resources and ensure they’re focusing on what sales needs to succeed.  

Creating Content That Converts

Getting sales and marketing on the same page ensures that all your content is optimized to convert. With help from StorySlab, you can get a complete picture of which content sales uses, how they use it, and what really works. Register for a demo to see how StorySlab can help you effortlessly integrate your sales team into the content creation process.