This is the “other half” of the story mentioned in my last blog. Last time I blogged on “What Sales Want Marketing to Tell Them” which was half of the results of a session with the sales and marketing teams within my client’s organisation. The outcome was a set of questions that each group would like the other to answer – in respect of a planned product introduction.

After a morning in the workshop, the Sales group managed to whittle it down to 6 questions for the Marketing group. In parallel, Marketing were working on their questions for Sales and they followed the brief perfectly (as one would expect)  and managed to consolidate their questions down to the top 5. (There was a question about why sales have commission and an expense account – and marketing don’t – but it was felt this was more a question for management – whew!). Anyway, here are those top 5 questions that Marketing wanted answers to from Sales:

  • Where do the enquiries really come from?
  • What are the main concerns from customers to the product proposition?
  • How much are you “pushing” the product compared to how much the customer is “pulling” at the product?
  • What is the profile of the people who are actually buying?
  • What are the success stories of the clients who purchase the product?

Some interesting questions here – and perhaps some that you would have thought should have been answered before the product was developed and the marketing material written.

Please comment if you think there are more important questions that should be answered.

If you have separate sales and marketing departments in your organisation, I would strongly encourage you to have a similar session in your business. Everyone valued the exercise and some assumptions were shattered and an understanding of each department’s role improved.

You could probably facilitate this yourself – but if not – you know where to find me.

2 Responses to “What Marketing Want Sales to Tell Them”

  • Interesting couple of posts Trevor, and it sounds like a very worthwhile workshop.

    In my time as a sales person marketing never asked those questions and we’d both have benefited if they did. Looking back, we (sales and marketing) should have spent more time working closely together.

    You are right – marketing would really benefit from going out to customer meetings with the sales team – that’s where you learn what customers want. Only then can you build marketing collateral that is genuinely valuable to customers and to your sales team.

    Thanks for the posts.

  • Trevor Lever:

    Thanks Sonja.

    Folks, you might also want to take a look at Sonja’s blog: as it’s full of little gems and pearls.


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