Whether you create sales or marketing material, you know there tends to be a disconnect between the two departments.

In a typical organization, marketing regularly pushes out new resources, updates brochures, and modifies messaging. All in hopes of supporting the sales force and helping them close sales.

The sales and marketing material problem

A sales force is often spread out across a state, a country, or even around the world. This makes it difficult (sometimes impossible) to endure every salesperson stays aware of the new marketing materials being created to help them.

Because the sales force is often unaware of most of the new and updated resources, they get frustrated with the underperforming materials they do have.

This leads sales reps to “go rogue,” creating their own materials, using outdated pieces, or just going without marketing support when they can’t find anything to support their specific sales situation.

Marketing materiel = biggest selling inefficiency

In fact, a recent study by the CMO Council found that instead of selling, sales people spend upwards of 40 percent of their time creating their own marketing materials and tools.

Sound familiar? It’s inefficiency at its finest. Both departments are working hard to achieve the shared goal of increasing sales and improving the bottom line. However, the disconnect leads to frustration, wasted time, and a vulnerable brand.

How much waste? According to IDC, a staggering 90 percent of selling content is never actually used in selling.

So what’s the solution?

The answer is simple. Go screen-flexible with your sales and marketing material. This means that you have a sales enablement platform that allows your reps to access all their resources anywhere, anytime, from any devices—problem free.

This right solution allows for:

  • Real-time updates
  • Increased brand consistency
  • Support for internal and external communication

That’s right. Get a screen-flexible platform for your sales and marketing strategy.

With the right functionality, sales and marketing platforms aren’t just fun and cool ways for sales reps to communicate with customers and prospects; they are also really great tools for increasing communication between sales and marketing.

Here’s how a deeper look at the three ways the right enablement platform can help align your sales and marketing.

1. Real-time marketing material updates

With a device-flexible enablement platform, marketing can push out new and revised resources as they become available. Each time an update is made or a new resource is published, the sales reps can be notified through the platform.

2. Increased brand consistency

No more marketing material in Comic Sans. By providing a platform that is current, convenient, and easy to use, sales reps will be more likely to use it to access approved materials instead of coming up with their own.

This means that more sales reps will be using the unified branded resources and consistent messaging as designed by marketing. And this means a stronger brand.

4. Support for internal and external communication

A great enablement platform is designed and developed both for external use—such as demonstrating product benefits and competitor comparisons to prospects—and for internal use, such as just-in-time sales training and development.

TL;DR

The right enablement platform is an invaluable tool that marketers will love and sales reps will rely on. It can bridge the gap between sales and marketing material and finally help achieve that long-awaited alignment.

Looking for more ways to align sales and marketing?

Check out this free download about aligning for a stronger content strategy.

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