As marketers, we produce a plethora of content and take great pride in watching it get shared far and wide externally, across social media, email marketing campaigns and instant subscriptions. 

But, have you ever stopped to think about how you share your content internally? 

The article below begins with setting out a common scenario, the rift between Sales and Marketing, with Sales complaining marketing do not produce content for Sales teams to use. 

But, when you read on, it becomes clear, the issue is not the quality of the content, but a lack of communication between the two teams that is causing the problem. 

Sales do not know the content exists, as the marketing team apply a laser focus to the external message and audience but, when pushing content for distribution, barely consider their internal sales teams.

So, when is the right time to bring together Sales and Marketing, and what is the best way to go about it?

Susan Hartman suggests there are three areas to be addressed which otherwise impede alignment between teams within an organisation:

  • Communication between the teams
  • Delivery of relevant, useful content sought after by customers
  • Ease of access to content, so the sales team could put its hands on that content when needed

She concludes to recommend sharing content with your internal team the first priority, even before sharing with the audience.

sales and marketing alignment