Sales and marketing tactics can complement each other well when used collaboratively. Learn how Palantir intertwines the two disciplines to better understand (and reach) clients.
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We'll be back next Tuesday with another episode of the Secret Sauce, but for now subscribe to all of our episodes over on iTunes.
Allison Manley [AM]: Hello and welcome to The Secret Sauce, brought to you by Palantir.net. This is a short podcast where we offer a quick tip on some small thing you can do to help your business run better.
I’m Allison Manley, an Account Manager at Palantir, and today’s advice comes from Alex Brandt, who talks about how to combine sales and marketing.
Alex Brandt [AB]: A lot of people think of sales and marketing as two separate entities, but the truth is they can both benefit greatly from working together. At Palantir, our sales and marketing efforts are strongly intertwined, and we have found this approach to be extremely effective.
For starters, sales helps marketing by informing content.
Most often, clients have their first direct interaction with a company by communicating with the sales team. That means the sales team is hearing firsthand what new clients are looking for, what their goals are, what pain points they are dealing with, and ultimately what they think will make their project become a success.
The sales team also has a good view into what kind of clients are reaching out. For instance, we have seen a shift in what roles are involved in managing a website redesign. While we used to interact with mainly Directors of IT and other similar technical roles, we now see a lot of marketing teams heading up these kind of projects.
This valuable information helps inform what kind of content we should be producing. If we are speaking with more marketing folks than technical, and they are coming to us with new problems and goals, the kinds of resources we are providing for our clients should reflect that. And if this trend shifts again, our sales team will be the first to let us know so we can pivot and adjust.
In turn, marketing helps sales by providing a gateway for conversation.
Now that the sales team has helped clue us in on what kind of content we should be producing, our marketing team gets to step in and create compelling resources that make people want to work with us. These resources get distributed across different channels and open a path to conversation with sign-up forms for free consultations, newsletters, and webinars.
But most importantly, an open and collaborative approach gives all team members the context to keep messaging consistent.
Whether it is coming from a blog post, an introductory phone call, or a presentation at a conference, the message a brand is communicating needs to be consistent and in line with what your clients are searching for. Clients want to know that they are being heard and understood, and by keeping a fluid conversation between sales and marketing, this can be accomplished.
AM: Thanks Alex! For more business tips, or more information about Palantir, please visit our website at Palantir.net, or follow us on Twitter at @palantir. Have a great day everyone!