According to Glen Petersen’s book, The Profit Maximization Paradox, which includes research conducted by the CMO Council, the American Marketing Association and Booz Allen Hamilton, salespeople spend an estimated 40 percent of their time preparing sales presentations and other customer-facing content. And yet, only 10–20 percent of salespeople create deliverables that are compelling to customers and aligned with corporate messaging.
These statistics illustrate two critical points.
- Sales enablement processes and tools do not incorporate clear, compelling and consistent corporate messaging.
- Sales organizations do not know how to leverage corporate messaging in selling situations.
To improve sales effectiveness and the customer experience, companies must infuse corporate messaging into selling content and educate salespeople on how to utilize key messages in situational sales conversations. This requires strategic alignment and collaboration between sales and marketing as well as behavioral changes in the selling process.
Organizations must break down the barriers between corporate messaging development and sales enablement processes, and bridge the gap that exists between the messages prospects consume throughout the buying process and the messages used by your selling organization in sales conversations. This is one critical way you can create a more compelling experience for every prospect and convert more customers.
Learn more about creating cohesive and compelling customer experiences here.
