Your marketing team spends time and money to produce quality content. So why won’t the sales team use it? It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.


The hard truth is often Sales doesn’t know how to use marketing content. They don’t know what is applicable when during the buyer’s journey. From prospect to customer, Sales may be unclear what is helpful during each stage.


Sales also might not believe that the content is relevant. The usefulness of marketing content may be in question.


Both of these problems are relatively easy to solve. Keep reading to find out how to get sales to use your content effectively. The hard truth is often Sales doesn’t know how to use marketing content.


Your team’s main objective is producing quality leads for Sales. So the needs of the sales organization should be part of your content strategy.


The first thing you must do is facilitate the conversation. Marketing and Sales need to understand where each other is coming from.


  • How is the sales team currently using content?
  • How is Marketing currently delivering that content?
  • Is there communication happening between the two organizations that drives relevant content?


Second, understand how a great sales organization utilizes marketing content. Marketing sometimes makes the mistake of concentrating on the top of the funnel. Content should not just be focused on lead generation services. Marketing content needs to engage the buyer throughout the entire sales process.


Third, educate Sales on how content can be used at each stage of the buyer’s journey. Just as you map the buying process, map types of content to each stage.


Finally, make Sales part of the content creation process. Your marketing organization shouldn’t just be guessing what Sales needs. They should be learning directly from Sales what they need at each stage.


Collaboration Leads to More Sales


Marketing and Sales make great partners – when they make the effort to collaborate. Marketing can help Sales understand what the customer is doing before and after interactions. This can lead to more effective sales conversations and a shorter sales cycle.


So how do you get the two teams talking?


  1. Look at the top ten deals in the sales pipeline. Ask Sales: “What can we send to these prospects to help you win the deal?”


  2. Find out where there are gaps. Where does Sales need more or better content to help them make the sale? Align your content production around the biggest gap in the pipeline.


When you get Sales and Marketing on the same page, everyone wins. Align your strategies to get the most benefit from your marketing content.

Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job



Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.


Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.


Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.



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