{"id":3632,"date":"2013-04-08T09:37:34","date_gmt":"2013-04-08T16:37:34","guid":{"rendered":"http:\/\/blog.dlvr.it\/?p=3632"},"modified":"2026-03-30T18:20:53","modified_gmt":"2026-03-31T01:20:53","slug":"transform-your-sales-team-into-thought-leaders-with-content","status":"publish","type":"post","link":"https:\/\/dlvrit.com\/blog\/transform-your-sales-team-into-thought-leaders-with-content\/","title":{"rendered":"Transform your sales team into thought leaders with content"},"content":{"rendered":"

\"Content<\/a>Are your sales and marketing strategies aligned? Discover ways to involve sales in the creation of marketing materials to make sure it reflects what they hear during their conversations, and they will actually utilize it.\u00a0Guest speaker Marilyn Cox, Director of Marketing Communications at Cincom Systems, will be presenting a content strategy case study on \u201cHow to Overcome Content Inertia to Create a Sales and Marketing Juggernaut<\/em>\u201d at dlvr.it’s upcoming 2013 Content Marketing Strategies Conference<\/a>.<\/p>\n

Marilyn tells a great story below. To hear the detail behind the steps, attend Marilyn’s session at the conference on May 7-9, 2013 at The Claremont Hotel & Spa in Berkeley, CA.<\/p>\n

<\/span>Understanding the Value of Content by Empowering Your Sales Teams<\/span><\/h2>\n

Inspiration hits you at the oddest moments. Our marketing team recently decided to submit for an award. The award recognizes marketing teams that have worked to strengthen the relationship between sales and marketing<\/a>. For those that have worked in either, or in my case, both departments, you know that there often exists animosity. Sales feels like marketing doesn\u2019t do enough to support them and marketing feels like sales is lazy and doesn\u2019t follow up on hard earned leads. Of course, neither is often the case and usually poor communication is the root of the problem.<\/p>\n

As I often do, I looked to my kids for some insight on how to play well with others.\u00a0 Walking through the door I was bombarded with their stories about that day\u2019s events. Most of these stories centered on the friendships my kids have at school. Listening to my 4-year old relay his day I began to develop ideas about what makes a best friend. Activities like sharing, playing, providing a purpose, and making someone feel important were all key relationship building blocks.<\/p>\n

Content, constructed to the needs of your sales team, can aid in building this relationship.<\/p><\/blockquote>\n

Oftentimes content is created by marketing, with very little input from sales.\u00a0 Sales is left without an understanding of what content is available, why it was developed, and how to properly position the information. The work of content creators can be incorrectly used, or left dormant.\u00a0 Very little activity and engagement results from the hard work of many. Both camps are left frustrated and rendered ineffective.<\/p>\n

Marketing must learn to align and collaboratively develop content with their sales organization.<\/p>\n

Content should educate and empower sales.<\/p><\/blockquote>\n

Sales can leverage the knowledge that your prospects and customers crave.\u00a0 Your sales organization must transition from a transactional and reactive team, to thought leaders who challenge the mindsets of customers.\u00a0 To do this you must have a strong understanding of your sales process.<\/p>\n