Você está lutando para alinhar as mensagens do produto com as estratégias da equipe de vendas. Como você pode garantir o máximo impacto?

The sales team is our frontline, conveying the product message to clients. Consistency in messaging is crucial; divergence between product development and sales is unacceptable. Creative deviations in sales are allowed if the core message remains intact. Pre-sales and marketing should bridge sales and product functions through regular catch-ups, innovation rollouts, handbooks, and playbooks. To quote my favourite movie dialogue "It's not the plane, it's the pilot." A skilled salesperson can navigate strategies while maintaining message integrity. Product teams must stay open to sales feedback, since they gather client insights daily. This harmony delivers a clear, powerful product message, maximizing the impact of diverse sales strategies

First, "products make brands, brands do not make products" (PW). It is essential product messaging, is curated, and amplified thru its features, advantages and benefits (FAB's) in absolute alignment with sales, marketing and product management to ensure market advantage. Second, your key front line brand ambassadors, sales leadership, must be aligned with product messaging, attained thru disciplined product trainings; inclusive to competitive juxtaposition and key product advantages. Third, it is senior leadership's responsibility to publicly stand and deliver on product messaging to best sell, and earn the right for the sales team to embrace and promulgate the product FAB's: to mirror product messaging to command market opportunity.

Attend meetings with sales Park your ego at the door and listen to what’s working during client meetings It’s possible that what’s working is a lazy attempt by sales because they are not being the explainers that they ought to be It’s also possible that what you’ve written is just not landing Only by meeting customers and having that conversation yourself along with sales can you explain any divergence

Its very important to include someone from sales in the training development to make sure it doesn't fall flat and addresses customer need

To ensure your sales team is fully equipped, take the time to engage with them directly. Ask questions to gauge their understanding of the product and its market position. Ensure they are well-versed in: 1. The product's strengths and limitations. 2. The specific problems the product is designed to solve. 3. The product's standing in the market. 4. The Ideal Customer Profile (ICP). 5. The key pain points of your target customers. When your sales team has a deep understanding of both the product and the customer, they can more effectively connect with the target audience while pitching the product or solutions. This clarity and alignment will make it easier to resonate with potential clients and drive successful outcomes.

Make sales calls with your sales team!! For one, it helps you stay close to prospects and see how your messaging is resonating, or not. And two, it helps you assess how well the sales team is using the messaging in their sales presentations. With that, you can provide feedback and help ensure everyone is consistent in presenting as they should.

More than educating the sales team about features, we need to educate them about the benefits of those capabilities. Create clear learning objectives so you are teaching to those key points. Then assess knowledge: Start with multiple choice questions Move on to short answer questions Finally role play sales scenarios. By following these steps, you ensure that the sales team understands what they are selling, why they are selling it, and how to sell it. Gather feedback from the sales team as they communicate with prospects. Be open to changing directions and messaging so they are selling to the true issues prospective customers are facing.

Make a habit of regularly soliciting input and feedback from your senior sales leadership and the high-performing reps. Attend regional sales meetings to share the details of upcoming campaigns and new sales tools. If the sales team is large enough, work with your senior sales leaders to establish a "marketing advisory board" with rotating annual membership- most reps will view it as a "resume accomplishment" if assigned...

Create a robust feedback loop: Establish regular touchpoints between sales and marketing to share insights, challenges, and successes. This can be through joint meetings, shadowing opportunities, or even embedded team members. Utilize feedback platforms: Implement tools or platforms for ongoing feedback sharing. Encourage open communication and timely responses to ensure alignment. Measure feedback impact: Track how sales utilizes marketing insights and measure the impact on sales performance. This data-driven approach reinforces the value of collaboration and drives continuous improvement

Além do alinhamento contínuo e da escuta ativa, é interessante disponibilizar uma pesquisa, onde o vendedores e clientes, de forma anônima, opinem sobre o produto. Pode ser que a estratégia que foi definida, não esteja alinhada ao que o cliente demanda. Entender isso ajudará a moldar de forma mais eficaz a mensagem, e aí sim os treinamentos terão maior efetividade.

A key aspect that I have followed and it works wonders if you are seeking feedback from the sales team. I encourage to take feedback from both high performers and low performers to understand their concerns for sales enablement. What is that is helping them what is not working for them. Making them speak up actually helps to understand the gaps in their understanding. Take feedback in acceptance mode 1st and then take a pause before you respond. This works 2 ways - 1) Helps you build / adjust your messaging 2) enriches your understanding Feedback is crucial at any stage

Invest in sales enablement tools that provide easy access to updated product information, case studies, and tailored messaging. This empowers sales reps to adapt their strategies to different customer scenarios, ensuring consistent and persuasive messaging. Key benefits: 1. Improved sales productivity: Sales reps can quickly find the information they need. 2. Enhanced customer experience: Consistent messaging across all touchpoints. 3. Increased sales effectiveness: Better equipped sales reps close more deals. By empowering the sales team with the right tools and knowledge, you can bridge the gap between marketing and sales, ultimately driving revenue growth.

Utilising a shared enablement repository is a no-brainier. But to be successful with enabling field, you need to go much deeper. Understand your market, understand your offering, understand the strategic GTM approach, and then blend these to produce a message that resonates. Remember: the enablement message for demand-gen is not the same same as one for field.

To ensure maximum impact through sales enablement, equip the sales team with tailored tools and resources that align with the product messaging. Develop comprehensive sales collateral, including presentations, data sheets, and objection-handling guides that reflect the product’s key benefits and competitive advantages. Implement training programs to help sales reps effectively use these materials and understand the product’s value propositions. Regularly update the resources based on feedback from the sales team and market changes to ensure they remain relevant and impactful, enhancing overall sales effectiveness.

Investing in sales enablement tools is a game-changer. Equip your team with updated content, case studies, and tailored messaging, all at their fingertips. This empowers them to adapt strategies seamlessly to various customer scenarios, keeping product messaging consistent and persuasive. It's about giving your team the right tools to shine at every stage of the sales process.

There is often a disconnect between sales and marketing around content, messaging, and positioning. Marketing needs to do a better job at tagging their content, including relevant personas, campaigns, industries, and user scenarios so that sales can quickly find the content and answers they need when a prospect asks a question. If your sales team has to search on your website, or even through your KB archives, you're failing. By tagging/classifying your content within your CRM platform, it will not only be more readily available, but you'll also capture attribution data to better inform marketing about what content is being used, by whom, in which scenarios.

Consistent Review includes reviewing data where it makes the most impact and adjusting the messaging with no/little impact. As experienced marketers, you are familiar with: STP --> Segmentation, Targeting, Positioning. I would also like to include your LCM --> Life Cycle Management. These all depend on the Life Cycle of your product. Messaging for a launch is different from messaging to expand to a new indication. Thus, consistent review will help prepare for the LCM of your product and continue product growth/expansion.

To ensure maximum impact through consistent review, establish a regular schedule for evaluating and updating product messaging and sales strategies. Conduct joint review meetings with both product and sales teams to assess the effectiveness of current messaging, address discrepancies, and incorporate new insights. Use these sessions to align on key value propositions, adjust tactics based on real-world feedback, and ensure that sales materials reflect the latest product developments. Continuous review and adjustment will help maintain coherence between messaging and sales approaches, driving greater overall impact.

Regular review is very much essential to achieve the goal. The workforce has a common tendency of skipping. Sometimes they are not willing to do the task as per guidelines. So, we need to follow and review constantly.

Make the post-mortem the final step in every project, product or feature release, and even a sale. Institutionalize the process, asking what worked, and what did not work. If you're not tracking this data, you're more likely to repeat the mistakes.

Este punto es la llave de la anticipación que da origen a la innovación o mejora continua para desarrollar mejores valores agregados, generar mensajes que diferencian los productos y servicios de la competencia. Todo esto es la generación de experiencias al cliente con relación a la marca, su posicionamiento, su alcance y promover la recomendación entre efectividad, orgullo o apoyo a mejorar o enriquecer el objetivo de la compra.

Also, "Measure and Iterate for Continuous Improvement" Track, analyze, and refine: Establish key performance indicators (KPIs) to measure the success of your marketing efforts. Continuously analyze campaign performance and customer feedback to identify areas for improvement. Use data-driven insights to iterate and optimize your product messaging and strategies. Key metrics: Website traffic, customer touchpoints, conversion rates, customer acquisition cost (CAC), customer lifetime value (CLTV), sales pipeline velocity and etc..

Make sure every piece of communication is aligned with the funnel stage you are targeting. This way your message will resonate with the audience.

Involve Sales in the Messaging Creation Process Feedback Sessions: Include sales team members in the messaging development process to gather insights from their direct interactions with customers. Pilot Testing: Test the messaging with a small group of sales reps and refine it based on their feedback before a full rollout.

Each segment receives a message based on their needs and pain points. "Sell to everyone, you sell to no one" - that is why your value and offering need to speak to the diverse needs of your audience. Work with your sales team to develop personalized and customized messages that will speak directly to those pain points and needs.

To truly align product messaging with sales strategies, bring the teams together for dynamic workshops where ideas flow and excitement builds. Create a shared messaging guide that everyone feels proud of. Keep the lines of communication buzzing, celebrate small wins, and lift each other up with regular training. Listen to customer stories to fuel passion, track success to build momentum, and stay adaptable to seize new opportunities. Together, you’ll create a powerful force that resonates with customers and drives success