While some people think that sales and marketing are one and the same, if you’ve ever worked in one of those departments, you realize just how different they are. For most organizations, the sales team and the marketing team are completely independent, causing a lot of issues over the years. When things are going well, neither feel like they get the credit that’s deserved. When things are going badly, each side starts pointing fingers at the other. Obviously, this presents a challenge for business.
This is a problem that CEOs and CMOs have tried to solve for decades, with little or no success in bringing the two teams together. However, content marketing is changing the game.
A few weeks ago, Content Marketing Institute shared an example of how content marketing can bring your sales and marketing teams together and achieve mutual success. For us, it was further proof of some of the benefits of content marketing.
Here are a few ways that content marketing is eliminating the silos that have always existed between the sales and marketing teams:
- Content marketing helps shorten the sales cycle. In the past, the sales team’s ability to move a prospect through the buying cycle relied heavily on their ability to sell. Today, it relies heavily on their ability to help and add value to the customer. That’s what content marketing is all about.
- Content marketing combats common barriers to the sales process. By taking the time to figure out the most common walls your sales team runs into during the sales process, your marketing team is able to create content that helps break through them. Depending on where your prospects are in the buying cycle, you could totally eliminate the walls before your sales team even gets to them.
- Content marketing allows you to optimize your call to action based on where your prospects are in the buying cycle. Instead of handing your sales team a list of prospects that responded to your content marketing pieces who might be in various stages of the buying process, you’re able to customize each call to action based on your specific target audience. If you want to make your sales team happy, send them a list of prospects that responded to your latest content marketing piece broken down by sales cycle.
This is just the first step in how content marketing is changing marketing. The next generation of CMOs will be required to connect content marketing with revenue growth and understand how to turn blog content into sales conversations. The key for content marketing success over the next 20 years is based on your ability to bring your two teams together.
Are you using content to eliminate the silo between your sales and marketing teams?