The reason their efforts fail is that sales staff are not trained in the art of messaging, content creation, visual expression, and presentation dynamics. That is the domain of the Marketing department.


But reps are force into performing this content creation task precisely because Sales and Marketing are not aligned. Thankfully, there is something you can do about it. The answer is deceptively simple – you need to identify each Major Interaction in your sales process. So, what exactly is a Major Interaction?


Major Interactions are the client-facing meetings that happen at various points in a sales campaign. They are of particular importance because, if conducted successfully, the campaign will result in an advance towards the buyer’s exit criteria. 


Examples of these client-facing events include:

  • Introductory Meeting
  • Needs Analysis Meeting
  • Discovery Review and Results Meeting
  • Product Demonstration Meeting
  • Solution Outline Meeting
  • Proposal delivery meeting
  • And so on


The way to give life to the Major Interaction concept is to have Marketing create a presentation template for each event. With a standard sales process that maps to the five phases of a prospect’s buying cycle, it is easy for Marketing and Sales to get in sync.


Watch what happens when reps are freed from this presentation creation duty and can leverage marketing-created content that is situationally-appropriate to the sales campaign.



Mike Drapeau

Makes data and analysis come alive so clients can understand the “what” and “why” and design solutions that fit the environment.
Mike has led every function at SBI – Delivery, Sales, Talent, and Technology. Now he is a leader for Account Management, Private Equity Partnership, and long-term business development at SBI.


He has personally led over 100 projects for SBI over his decade+ time since its founding in 2006.


This starts by earning trust – of clients, of PE firms, of prospects. Mike obtains this by leveraging deep domain expertise, with more than 25 years in sales, competitive intelligence, sales management, marketing enablement, product management, pre-sales and sales operations. Mike relishes the idea of living in the field. So he does.


As a founding partner, Mike built out SBI’s library of emerging best practices for sales and marketing, which leads to evidence-based solutions, custom-fit to each client. Mike built himself many of the solutions now part of the Revenue Growth Methodology. And whatever he touches gets adopted. This is part of his commitment to making it happen in the field.
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