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.

Once the leader of SBI Delivery, Mike is now head of the firm’s internal talent development, so he has had the fortune to help some amazing sales and marketing leaders. He starts by earning their trust. Much of this comes from his deep base of experience. With more than 25 years in sales, sales management, pre-sales and sales operations, he’s never met a challenge he didn’t like. And with backgrounds in sales leadership, marketing, and sales operations, he shuns the idea of being a desk jockey and relishes the idea of living in the field.


Mike maintains, develops, and leverages SBI’s library of emerging best practices for sales and marketing, which leads to evidence-based solutions, custom-fit to each client. Maniacally focused on execution, Mike does not believe in giving clients fancy deliverables with no operational details. He knows that field adoption is key. After all, if behavior doesn’t change, the lift doesn’t come. Likewise, if those closest to the field adopt the solution, the client wins.

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