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Getting Marketing and Sales Aligned

Being ‘on the same page’ alludes to thinking in a similar fashion or to have the same kind of understanding about a situation as others do. But when it comes to your company, your business, or your brand, the big question to ask may be this: is your whole team REALLY on the same page? Sometimes what is agreed to is not really agreed upon at all. Internal misalignment within your business (and especially with your brand) can prohibit you from truly sharing your story and building that loyal relationship with customers. Per a recent article in Forbes 1, “Brand parity is an essential component to building the image of how external people view your organization from the outside-in. Think of companies such as Apple and Pepsi…no matter what you see or hear from them, it all feels connected.”

Marketing is all about attracting potential customers through a singular brand story and well-crafted messages, content, and imagery. Sales must then take that story, make it meaningful and specific to prospects, and then get buy-in to convert your audience or prospects into customers. But there is a potential pitfall that can happen when marketing and sales teams get caught up in their own priorities, don’t communicate with each other, and then unintentionally create silos. These silos can result in a disjointed brand story presented to customers.

So how can you break down these barriers, prevent those silos and internally align your brand and how it’s communicated? Here are a few things to think about:

  1. Create a well-constructed brand articulation. This will provide the basis for all messaging and benefit both marketing and sales (as well as other internal teams) by driving greater synergy.

  2. Get buy-in internally before you message externally. Just as much as your customers, your individual employees and teams must also buy into the brand and its story. And when possible, get their input and allow them to contribute to that brand story. This is when true alignment happens. It also engages and empowers your people to successfully share the story with your audience and customers.

  3. Translate the message. Marketers and external-facing teams tend to talk to customers in different ways. For example, the copy from an email or itemized sales document wouldn’t be used for an Instagram post or in a TV spot. Yes, your teams need to be on the same page as far as the brand, but their storytelling tactics can and should vary.

Being ‘on the same page’ starts with a cohesive and compelling brand articulation and results in aligned teams who can connect with customers in a way that stays consistent no matter who is sharing the message.

1Source: “How Sales And Marketing Teams Should Coordinate Brand Parity”, April 2021

Photo by Ben Wicks on Unsplash


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