It’s the Holy Grail–aligning sales and marketing. You want the right message to get to the right prospect at the right time–using the right channel. So how do you make it happen? How do marketers ensure the right content is instantly available in an easy-to-access format that allows for immediate customization? In this session, we’ll discuss the limitations of today’s technology solutions, and how you can turn your sales team into a competitive weapon to deliver powerful marketing messages.

1. Aligning Sales
& Marketing
A How-To Session for Product Marketers
Presented by Linda Bishop
President, Thought Transformation

2. Align Sales & Marketing
• Map the buyer’s journey
• Audit marketing materials for content
• Bucket your leads
• Use technology to touch leads

3. There is a big payoff when the right
message gets to the right person at the
right time in the right channel.

4. Aligning sales and marketing begins by
mapping the buyer’s route to a sale.

5. One Basic Framework
Awareness Interest Evaluation Purchase

6. Audit Your Content
• What do buyer’s need to know at each stage
of the buying journey?
• What content do you have?
• What gaps do you need to fill?
• Where do buyers seek information?
• Can you be found?

7. Bucket Your Leads
Develop categories
• Near-term, mid-term,
long-term leads
• Aware, interested,
evaluating, purchasing
• Hot, warm, cold

8. When the sales team has a
conversation with a
potential buyer, how do
you give them easy access
to the right content to
maintain sales momentum?

9. Use Technology
• Automated marketing systems simulate
dialogues
• Marketing resource centers provide easy
access to a library of marketing assets
– Digital
– Print
• Protect your brand
• Create customized messages on the fly

10. When you deliver the right message at the right time!

11. Quick Recap
• Map the buyer’s journey
– Awareness, Interest, Evaluation, Purchase
• Audit content
– The right information answers questions,
overcomes objections and informs about benefits
• Bucket lead
– Simple is a good starting point
• Use technology to touch leads

12. Thanks for the opportunity to
present this information.
Linda Bishop, President
Thought Transformation
770.846.3510
lindabishop@thoughttransformation.com
www.thoughttransformation.com