A tech company’s sales force needed a structured process for information sharing with marketing teams, in order to be fully aware of the latest product and market updates. The Spur Group used a variety of strategies to tackle this challenge —including Artificial Intelligence (AI) — to create new processes, cadences, and infrastructure that ultimately streamlined internal communication and improved employee satisfaction.
Our client’s sales force and marketing teams play a critical role in maintaining the company’s position as an industry leader. Effective collaboration between these groups allows the tech leader to grow and serve its customer base.
Within the sales force lies the field, a large group of salespeople with varying roles throughout a given sales cycle. Some field sellers are technical, and others are not. Regardless of their role, all field sellers need to receive consistently updated sales materials and product news from the marketing and engineering teams.
The tech leader needed The Spur Group’s help with facilitating this transfer of information. We were tasked with helping the tech giant build communication channels that allow our client’s corporate marketing teams to better connect with those out in the field.
Salespeople in the field and within the company’s marketing organizations needed a more efficient way to receive important information from marketing teams. While everyone involved tried to communicate effectively with ad-hoc email updates, miscommunication and inconsistent information still occurred without a clear, structured process in place.
When corporate teams provide streamlined information, they alert field sellers to the latest products, features, and sales collateral. Creating a strong communication process would help sales teams adequately prepare to serve customers.
The Spur Group responded to this challenge by creating processes and infrastructure for field and marketing teams to easily target specific roles with critical information. The new communication structure for sales and marketing teams allowed them to develop a cadence for developing and receiving critical messages. Our final deliverables included the following:
However, our knowledge of marketing and sales strategy allowed us to quickly visualize the desired end state. We knew how to formulate a plan with early-stage usability, preventing us from waiting for a finished process before beginning the field alert execution.
The collaboration between the tech giant and The Spur Group featured outside-of-the-box thinking as we automated content development and simplified communication processes.
Ultimately, our client’s communication structure between sales and marketing teams strengthened immensely. Consistent communication between the teams has allowed them to remain on the same message to external audiences, which allows the tech leader to continue serving its customers and grow its client base.
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