Earlier today I presented during a new hire orientation session for one of my start-up clients where I function as a part-time VP of Marketing. The majority of these new hires would be working in sales.
Here are some of the thoughts I shared during my portion of the session.
Marketing is here to:
Support Sales Goals
Marketing is here to build the company brand and support sales goals. We do that by managing email campaigns, creating collateral you can use with prospects, planning trade shows, writing blog posts, creating campaigns, etc. The list of the types of support marketing provides is endless.
Create Sticky Content
We are continually looking for testimonials and case studies that we can capture to tell the success story of our company. When you’re negotiating contracts, include marketing as part of that deal. Use marketing options as a negotiation point. For example, "We’ll give you x-percent off if you agree to provide us with a case study and/or testimonial and/or let us issue a press release."
Generate Qualified Leads
Ultimately, one primary goal of marketing is to generate qualified leads. This can be done in a variety of ways through thought-leadership webinars, testimonial calls, speaking engagements, etc. We’re at the beginning of our marketing program so we have a long way to go. But know that these types of things are on our radar. Right now we are making sure that anything we do attracts and educates prospects - so it is easier for you to sell to them.
Align Messaging with Two-Way Communications
It is vitally important for sales and marketing to be in sync so we can support each other. By doing so we can effectively communicate with existing clients and prospects using the same language. Common messaging should be reflected in our elevator pitch, collateral, slide decks, emails that are sent, etc. Likewise, if you hear about a trade show you think we should be part of or a publication we should connect with - let us know.
The Bottom Line: "How can we help" is marketing's mantra. Just let us know any questions or thoughts you may have. Remember: the only dumb question is the one you didn't ask.