About This Episode
“Too often sales and marketing stand on opposing sides.” says Chris Duprey, IMPACT head coach. “That has to change if we are going to continue to grow and develop.”
Chris explains that one of the root causes of this divide is a lack of understanding and communication: “Sales is generally just uneducated around what marketing’s role actually is.”
He emphasizes the importance of salespeople taking the time to familiarize themselves with marketing materials to leverage them effectively in their sales processes.
“Sales folks need to read the content or watch the content that marketing produces,” he says. “Only then can they say the marketing team isn’t creating the right content.”
So, how can this age-old divide between sales and marketing get crossed? For Chris, it’s all about reaching across the aisle to understand what the other teams are actually working on.
He also shares a key strategy to enhance collaboration: “Have the marketing team sit in on sales role-play sessions.” This practice really breaks down walls, allowing both teams to see firsthand how they can support each other.
Chris advises sales teams to check their egos and approach marketing as partners rather than support staff. Sales teams must “stop thinking that you’re the only people that provide value to the organization.” Recognizing the crucial role marketing plays in educating buyers can transform the dynamic between the two teams.
When these two groups work as a greater team, the results make the effort well worth it: “I’ve seen 25% to 50% upticks in close rate just because people start working together.”
Connect with Chris Duprey
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
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Endless Customers is a podcast produced and distributed by IMPACT, a sales and marketing training organization.
We coach businesses to implement our They Ask, You Answer framework to build trust and fill their pipeline.
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