[Quick Bytes] Here's How a Global Marketing Team Keeps Sales Engaged and Ready to Win

Sales find the last bite,
Marketing hands them the plate,
Full bellies, big wins.

Successful alignment between marketing and sales teams isn’t just important; it’s the secret ingredient for driving revenue growth. 

We got an inside look from Michael Carr, Global Senior Director of Demand Generation at Partnerize, a powerhouse in partnership management solutions. He shared insights on how they keep their sales teams fully engaged and always in the know. Spoiler alert: they didn’t hold back, sharing the exact strategies behind their global success.

Here’s the playbook. Marketers, get ready to take notes!

1. Weekly Sales-Marketing Email

Each week, a targeted email is sent to the sales team highlighting new content, feature releases, and use cases for existing technologies. Since sales reps aren’t always power users of their tech tools, this email keeps them informed about the latest developments they can use to enhance their sales efforts.

2. Monthly Company-Wide Email

Once a month, the entire company receives an email summarizing the content being sent to clients, prospects, and publishers. This gives sales teams insight into the communication strategies being used externally, allowing them to tailor their outreach accordingly.

3. Blog Digest Emails

The marketing team sends out weekly and monthly blog digests, highlighting the five most recent posts. Sales team members are included in these emails to keep them up to date on fresh content, which they can leverage in their client conversations. The blog also serves as a platform to summarize and promote new content.

4. Employee Advocacy Program

To amplify reach, they’ve enlisted some team members, including sales members, in an Employee Advocacy Program via a B2B social media management platform. This group shares curated marketing content through their networks. Sales reps receive email alerts, and Slack notifications, and have access to a dedicated tab on their sales enablement platform where they can easily find relevant content to share.

5. Regional Marketing Directors’ Push

Dedicated Regional Marketing Directors are encouraged to share new sales collateral directly with each other. These Directors are responsible for sending a summary of the new material along with the relevance to sales, ensuring regional teams are equipped with up-to-date resources.

6. Monthly Product Marketing Email

Curated by the Product Marketing team, this company-wide email offers valuable insights on new content, often focused on late-stage funnel prospects. While not typically for external consumption, it provides sales teams with content that can help in closing deals or nurturing leads at the bottom of the funnel.