Did you ever see the marketing drawer of death? It’s the sales person’s desk drawer that’s full of unused and unwanted marketing collateral. Crummy brochures, irrelevant flyers, and ineffective pamphlets. These days, this drawer might be digital, but the waste of resources continues. How do you, as a marketer, know what sales reps want?

Quality Marketing Collateral

Sales reps want marketing collateral that:

  • Generates new opportunities and closes deals
  • Shows the value of services and products to potential customers
  • Is timely, crisp, and to the point

However, this knowledge alone isn’t enough. Every marketing specialist tries to create collateral that meets these criteria, but many fail miserably. And the drawer of death just gets more crowded while money and time are wasted.

Listen To Your Sales Reps

What you want is feedback from your sales reps. Which pieces of collateral make them more successful sellers? You can also ask them what they think might be a good marketing idea or format. Do they think video is better than a white paper? What about case studies? In any case, feedback is critical.

The problem is that feedback from salespeople is hard to obtain, varies by personal preference and is even harder to analyze. It’s difficult to achieve fluid communication between marketing and sales, especially in larger companies. So what’s the solution? There are two simple steps you can take:

1. Put It All In One Place

Try creating a single marketing collateral repository. This is the only place where your sales reps go to access resources. The beauty of this is that it automatically puts marketing and sales together. Marketing posts the collateral, and sales picks it up from there. You don’t even have to send the collateral pieces by email, instead just send out a notice that new collateral has been posted. This has a number of immediate benefits for you as a marketer and for the sales team you support:

  • It enables you to analyze usage and effectiveness of your marketing collateral from a central location.
  • It provides a one-stop shop for sales for all marketing material vs. pointing them to multiple intranet sites. So they spend less time searching for information and more time for closing deals.
  • You can promote specific pieces of collateral and control what you want your sales team to look at.

2. Get Feedback

Once you set up, this space is where your collateral lives, and you can then gather data. Which video demos are getting viewed and downloaded the most? You can gain insight into who has seen what collateral when? Which podcast has gotten the most clicks? This information allows you to understand quickly what works for your sales team.

If you add in the chance to give qualitative feedback, with ratings or likes, then you add even more depth to the feedback loop. Even better are comments, for example: “I really like this product demo video because it shows the new features in a nutshell. Can you also create a one-pager for our product so I can hand it out to my prospects?”

Pool of Knowledge

By placing your marketing and sales team in the same arena, you pool their knowledge and talents naturally. Once the sharing of ideas begins to flow, users interact willingly to produce actionable data. The result is more effective and efficient marketing collateral.

The good news is you don’t have to build an in-house software tool to accomplish this. For example, HummingbirdShare has an easy to use SaaS application at very low cost. In minutes you’re up and running to optimize marketing and sales collateral.

In our next article, we will learn how to analyze and leverage feedback data.

Want to optimize your marketing and sales team collaboration with a simple SaaS solution? Contact us today.

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