Positioning with April Dunford How to Create Marketing and Sales Alignment
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Sep 28, 2023 The podcast discusses the challenges of aligning marketing and sales teams, including defining a good lead and collaborating on a sales pitch. It highlights the importance of involving the sales team in positioning work, conducting test pitches for feedback, and establishing methodology and structure for effective collaboration.
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Marketing and Sales Distrust Leads
- Marketing and sales often distrust each other's leads causing tension.
- April Dunford shares a story where sales was insultingly called "a bunch of drooling idiots" by her boss.
Use SLAs Carefully
- Use a service level agreement (SLA) to define a lead and sales follow-up terms.
- But avoid treating it like a contract that breeds distrust between marketing and sales.
Sales Know Customers Best
- Salespeople hold rich, practical insight about customers and competitors.
- Involving sales in positioning research reveals crucial info product teams often miss.