Slope Blog

5 Easy Ways to Better Align Sales and Marketing

[fa icon="calendar"] 10/11/18 9:11 AM / by Anthony Greer

If you’re looking for one of the best resources for content for your marketing team, you don’t have to look any further than your sales department. Marketing and sales teams achieve the best results when they work together. One of the benefits is that the marketing team will then be able to make content tailor-made for the sales team.



However, this relationship is a two-way street. Sales teams need customer-centric content from marketing, but for marketing to write that content effectively, they need a little help from their sales counterparts.

Here are five things that the sales team can do to help the marketing team curate better content:

Forward ‘How-Do’ emails

Salespeople’s inboxes get inundated with questions that usually start with “How do I...” Having to answer the same question over and over again can be frustrating and tiring, and sales should take note of it. Talk to your sales team about forwarding some of the most common FAQs to the marketing department so that they can address it with educational content.

Not only do these emails lay the groundwork for an excellent “how to” blog, they can also be utilized in other forms of content such as ebooks, video/web tutorials, and expert guides. Meet with your team to determine which forms of content marketing can best answer these questions — the more variations, the better. It might be a good idea to include the sales team in this process so that they can express how they can best use the content to guide potential customers to buy.

Listen in on sales calls

Have someone from your marketing team listen in on sales calls. Listen to several a day for a week or two while jotting down a list of common concerns. Just like with emails, these calls can help develop content that directly connects with your target market. Your sales team will have collateral addressing common concerns before their initial interaction with a lead. Also, your potential customer is then provided with more information that can guide them faster to the sale.

Revisit sales content

Sales reps often have a routine. They likely use select pieces of content from the pool available to them based what they believe will convince their customers to buy. Talk to sales about what content they do and don’t use, and why. By understanding their experience using content to move leads down the funnel, you’ll be able to create more content that is better fits their needs.

Create clearer buyer personas

Because sales teams interact more intimately with customers, they have a clearer understanding of the buyer personas that they are trying to reach in terms of their most successful accounts. Having vague buyer personas can result in the marketing team creating content that sales doesn’t really need.

Sales teams need marketing content that connects with buyer personas on an emotional level. To do that, sales needs to give the marketing department a very detailed understanding of the customers that they are trying to reach. Having a solid idea of the psychographics behind your target demographics can help make that emotional appeal that much more impactful. While it may not seem like it at first, knowing about the following can come in handy when trying to make that connection:

  • Where she lives
  • What TV shows she watches
  • What her occupation is
  • Where she likes to travel
  • What she does on weekends
  • What her favorite holiday is and why

You should have enough detail about your target customer that you could write a story about her, which then connects your customers—and the marketing team—with your brand.

Analyze the sales cycle

Your sales team should have a system in place that tracks performance throughout the sales cycle. Not only does this allow managers the ability to analyze and measure their team’s performances, but this could also reveal the effectiveness of certain marketing content as well.


For example, if several members of the sales team are having issues getting customers past the evaluation stage of the sale’s funnel, the content provided for that stage needs to be improved.

A post-campaign report needs to be written and analyzed to determine effective that content was. Then, the marketing and sales teams should meet and discuss where the problem areas are and how best to resolve them. After new content is generated, measure the sales team’s performance again and determine if the problem has been fixed.

In short, marketing can create better-fitting content for sales when the sales department provides them with information about their needs and the needs of their customers. What have you learned from your sales team, and how has the content curated by your department helped improve a sale? Leave a comment below.

Anthony Greer

Written by Anthony Greer

Anthony Greer is a twice-published author and copywriter with a focus in marketing, branding, and product development.