Whether you are in sales or marketing, you know there tends to be a disconnect between the two departments. In a typical organization, marketing is regularly pushing out new resources, updating brochures and modifying messaging all in hopes of supporting the sales force and helping them close sales. However, because the sales force is often spread out across a state, a country or even around the world, it can be difficult (sometimes impossible) to stay in front of every sales person to ensure they are each aware of the new materials being created to help them.
Because the sales force is often unaware of most of the new and updated resources, they get frustrated with the underperforming materials they do have. This leads sales reps to “go rogue”, creating their own materials, using outdated pieces or just going without marketing support when they can’t find anything to support their specific sales situation. In fact, a recent study by the CMO Council found that instead of selling, sales people spend upwards of 40% of their time creating their own messaging and tools.
Sound familiar? It’s inefficiency at its finest. Both departments are working hard to achieve the shared goal of increasing sales and improving the bottom line. However, the disconnect leads to frustration, wasted time and a vulnerable brand. How much waste? According to IDC, a staggering 90% of selling content is never actually used in selling.
So what are companies in this situation to do? Go mobile.
That’s right. Go mobile with your sales and marketing strategy. Sales and marketing mobile apps aren’t just fun and cool ways for sales reps to communicate with customers and prospects; they are also really great tools for increasing communication between sales and marketing.
Here are just a few of the ways mobile apps can help align sales and marketing:
- Real-time Updates: With a mobile CMS, marketing can push out new and revised resources as they become available. Each time an update is made or a new resource is published, the sales reps can be notified through the app.
- Increased Brand Consistency: By providing a tool that is current, convenient and easy to use, sales reps will be more likely to use it instead of coming up with their own materials. This means that more sales reps will be using the unified branded resources and consistent messaging as designed by marketing, thus strengthening the overall brand.
- Support for Internal and External Communication: These mobile apps can be designed and developed both for external use, such as demonstrating product benefits and competitor comparisons to prospects, and for internal use, such as just-in-time sales training and development.
When designed properly, these mobile apps can be invaluable tools that marketers will love and sales reps will rely on. They can bridge the gap between sales and marketing and finally help achieve that long-awaited alignment.
*You can read this post and many of my other articles at meetmaestro.com