MBR_Issue_27 -January 2017 low res

Malta Business Review
SALES & MARKETING
"The Good, The Bad, & The Ugly":
Sales Edition
Clint wipes sweat from his
glistening brow as he faces the
mid-afternoon sun on his walk
back to his car from a sales call. Last quarter
was a lean one, and he just barely met his
sales target. This quarter will be different.
He can feel the warm waters of a whitesand
beach lapping at his toes, waters that
will come to him when he blows past his
target this quarter and qualifies for the
annual company sales retreat. He needs
that vacation.
Angel reads his latest email from Clint, and
sits back in his handed-down office chair.
His employer has a goal to reach, and he’s
dead-set on being the one to deliver a
solution. If he delivers, he’s got an excellent
chance at being promoted this year. His
latest acquaintance, Clint, appears to
understand those goals. Angel has been let
down by sales reps too many times to feel
any confidence in Clint’s ability to deliver.
As the chair emits a familiar squeak, Clint
ponders his next move.
Tuco’s the wildcard. He knows that his
firm’s target audience often has very
By Rob Boston
specific goals. He knows that his firm’s
products help them meet those goals.
Clint’s counterpart in marketing is an expert
at crafting content that communicates
how his firm’s products help companies
meet those goals, and he’s crafted a lot of
very useful content. Problem is, he’s not
a field guy. He doesn’t get to sit in front
of customers and listen to their problems.
He’s got the keys, but he’s not sure where
the door to new business is.
These three are far from being desperados,
but they do have a singular mission- to
reach Angel’s employer’s goals. If they
do that, they all win. Clint gets a nice
commission check, and gets to relax on the
beach for a week next May. Tuco gets to
prove that his market research is accurate,
and that his content is useful. Angel gets
to be a hero, and jumps to the top of the
list of internal candidates for the next
available senior management position.
Here’s the bottleneck- Tuco and Clint don’t
always work well together. In fact, Clint
has had choice words for Tuco on more
than one occasion because he felt that
Tuco was withholding valuable collateral
that could be used to close deals. Add in
Angel’s distrust of Clint, and you’ve got a
pretty sticky situation.
The fact is, these three don’t need to be
adversaries. They share a common goal,
and collectively have the tools they need
to reach it. Clint can use Tuco’s content
to demonstrate his firm’s ability to help
Angel’s employer reach their goals,
thereby proving the value of the content
Tuco has created. When Angel sees how
well-informed and capable Clint and his
firm are, he’ll know he’s found the solution
he needs to stand out and increase his
chances of promotion.
The question here is how to bring these
three together in a healthy way. At
PandaDoc, we believe in making it easy for
Clint to leverage Tuco’s content during the
sales process. In doing so, we allow Clint
to demonstrate his employer’s innovation
and ability to his prospects. The result is
shorter sales cycles, higher close rates,
and true ROI for marketing content and
collateral.
BOV
Investment
Funds
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To learn more about how your sales
and marketing teams can work closer
together, check out our latest ebook:
"The Smarketing Libary: Content Assets
Every Sales & Marketing Team Need to
Collaborate On". MBR
Creditline: PandaDoc
EDITOR’S
Note
BOV INVESTMENT FUNDS
8
Image credit: Mental Floss
Rob is the President
of Risr Marketing, a
marketing agency based
in San Antonio, Texas.
He works with the internal team at Risr to
produce content and campaigns for clients
around the world.
2122 7311
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