Aligning Sales and Marketing to Match Buyers' Needs

AugAugust 03, 2023

Aligning Sales and Marketing to Match Buyers' Needs

When it comes to closing a sale, the most important participant in the process to keep in mind for the sales and marketing teams is the buyer. Yet so often, the buyer’s point of view is overlooked or simply forgotten.

Sean joined Erik Martinez and Tim Curtis, co-hosts of Digital Velocity podcast, to discuss how aligning sales and marketing around the buyer can drive sustainable growth and revenue.

This can lead to not only a sale not being made, but sales and marketing mis-alignment. There’s a systematic approach to how people buy, and if both sales and marketing align around the buyer and their specific needs, these departments can more powerfully execute during the buyer’s journey, increase revenue and impact the business’ bottom line. 

Key takeaways:

  • Sales, marketing and customer service must be focused on the buyer.
  • There is a systematic approach to how people buy. If sales, marketing, technology and customer service all align around the buyer, they will all be in alignment too.
  • Buyers must be enlightened to a need that matters to them and inspired to solving that need.
  • At the closing table, creating more awareness doesn’t help close the deal. Rather, buyers at this point must be assured that there is a substitute for how they are doing things and your product or service is the solution.

Execution is not ever going to level your business to scale, but insights and strategy will. –Sean Doyle.

About the host: An renowned digital marketer, Erik Martinez is the executive vice president and co-owner of Blue Tangerine, a digital marketing and website development agency. Strategist and big picture-thinker, Tim Curtis is president and CEO of CohereOne, a direct-to-consumer marketing agency and consultancy. Together, they co-host Digital Velocity podcast, a podcast devoted to all things strategy, digital marketing and emerging trends.