Marketing’s Last Stand has just been shattered.
I’m Tony Compton, welcome to my marketing podcast.
Marketing’s Last Stand has indeed been shattered and your approach to enabling Sales has changed, forever. And it goes well beyond stacking more aging content in your disorganized portal.
Don’t believe me. Ask Sales. So Salespeople! Raise your hand if you’ve ever needed help from Marketing with content for a last-minute opportunity — and Marketing refused.
I can just imagine the hands waving in the air.
Marketers say Sales is too last-minute, too demanding, too careless and too disrespectful, while Sales maintains that Marketing doesn’t provide timely, on-point, easy-to-find sales-supporting content suitable for quick engagements.
That’s where you found Marketing’s Last Stand. And that has just been shattered.
Artificial Intelligence saw to that.
I’ve heard about how Marketing needs to be able to tell Sales ‘No’ — when Sales calls at 6:00 pm on a Friday because a new opportunity has appeared on Monday’s calendar.
I’ve heard about when Marketing has, in fact, told Sales ‘No’ it won’t help.
To their credit, you’ll hear every marketer testify that they want to help sales, and wish they could help, but there just aren’t enough hours in the day. The time for one-on-one consultation with individual sales people to work through every urgent pursuit is prohibitive.
But that’s where Marketing has hung its hat for far too long.
That hat stand has been obliterated.
Here’s what I want you to do…
Recognize Marketing’s Last Stand was grounded in content. And don’t act so surprised. It’s been more and more content from Marketing for the longest time. Slides for this, text for that. Demos for the trade show booth, one page PDFs. Copy for generic emails, and color between the lines for it all. While Sales yawns.
Yep, content is important, but not the most important part of enabling a competitive sales team.
You rarely find marketers coaching sales on how to speak to any of that sales and marketing content across the modern, competitive multichannel playing field. Sales is left hanging. Sales wants and needs to move. Now. It’s beyond content.
Marketing and Sales Enablement hide. Behind process. Theory. Technology. And stacks of content that leave standing Sales short of the finish line. AI will deliver the content. Sales still has to speak to it.
AI tools have destroyed Marketing’s Stagnant Last Stand with the push of a button.
And everybody in Sales, put your hands down. I hear you. Let’s hope other marketers and enablers will, too.
Where else can AI have an immediate sales impact? Your Sales Kickoff.
That’ll be on my next podcast. Which will be experienced, down to business, and right to the point.
Now That’s a Marketing Podcast! I’m Tony Compton.