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If your messaging isn't landing, how do you know if it's because it needs to be reworked or because sales has poor delivery?
If it's because your sales reps have poor delivery, should you rework your messaging anyways, or rework training and enablement?
When your messaging needs to be reworked there are typically multiple signs pointing this way. Not only your reps may not be getting traction, but your competitive losses start climbing, fewer qualified leads enter the funnel, and when talking with customers you start hearing more “you were cheap......Read More
I often see marketing spending a lot of time understanding the customer - doing customer research, and interviews, but completely bypassing understanding sales and their interaction with customers. Sitting in, and/or listening to recorded calls can really help inform - not only if your messagin......Read More
I'd watch some recorded sales rep calls to form my own opinion on what's going on. I'd also follow up with the rep to get their perspective on challenges. Once you've diagnosed the problem, there's a few steps you can take: * Is the rep nailing your talk track but the customer just isn't convin......Read More
The first question I'd ask is how the messaging seems to be resonating in the market otherwise. If consistent messaging is used both by sales and with your other marketing programs, then you can better gauge differences in how customers react to the messaging when delivered each way. If you f......Read More
So if the main problem is: The message isn’t resonating with our audience, what should we do? I would break this into two separate pieces, similar to what you already have thought of above. * Does messaging need to be reworked? * Are my sales reps delivering this adequately? Does messaging ne......Read More
I think Dave's answer covers a lot here, so consider me co-signed. I do want to add a few things though: 1. The problem is almost always the messaging. If you have developed a clear narrative and messaging for the customer segment, it would take an extraordinarily untalented sales rep to mess......Read More
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