In more than 85 TV commercials he tried to prove he was a tuna with "good taste" - a lover of Shakespeare, classical music and the finer things in life. Unfortunately for Charlie, StarKist wanted only one thing: tuna that tastes good, so their response was always the same: "Sorry, Charlie!"
Same two words: taste and good. But, wow, a world of difference in meaning by which word comes first. Unfortunately for Charlie, he could never understand the difference.
They continue to push out brand-centric messages weighted down with product features, specifications, applications, etc. Attractive websites are little more than brochureware.
They never seem to understand prospects are really looking for solutions to their problems! Failing to address the buyers' needs, they continue trying to impress with "Look how great we are!" stuff.
A friend who loves to fish told me years ago, "To be great at fishing, you have to think like a fish." To be good, one has to know the basic behaviors of the fish they want to snag. What fishes do and how they do it - feeding habits, environmental preferences, defensive/escape maneuvers, fear factors, etc.
A similar thinking path for marketers and salespeople is advisable. Think like the prospect! Get in their heads by creating effective buyer personas. Understand what they are looking for, what information will resonate with them, and what will ultimately make them comfortable enough to buy your product.
All levels of companies need to recognize the situation. The overall top priority should be to take a long, hard look at the marketing messages relied on to generate quality leads for the sales team. Those companies that remain unaligned are sacrificing nearly 10% of revenue on average, while those that have their sales and marketing teams working together are 67% more effective, and can lead to 209% more revenue from marketing!
Focus on the customer. Be "findable" when they are looking for you. Give them the information (great content) they need to solve their problem and enhance their life. Then, you'll be in better position to begin selling, Charlie!
Companies that are able to align their sales and marketing teams with well designed campaigns will see sales and brand loyalty increase. As a results-based digital marketing firm, we can help you make this transition.
Contact Connection Model today to start the conversation about a personalized digital marketing and sales strategy for your business.