The Sales Evangelist

Wayne St. Amand on The Sales Evangelist Podcast

Sales and marketing have the same goal: to close more deals to make their organization more revenue. The relationship between sales and marketing professionals can be a powerful tool if connected properly. However, meaningful and practical connections are often lost between the two. In today’s episode of The Sales Evangelist, Donald is joined by the CMO at Allego, Wayne St. Amand, to learn deal-closing content strategies to help marketing and sales professionals become more aligned in their goals. 

Three things to do less of as sellers and marketers:

  • Don’t allow the relationship between sales and marketing to be treated like a drive-thru window. Salespeople ask for marketing collateral, create it, and the seller moves on. 
  • Stop guessing what sales needs; the departments should co-create materials together.
  • Don’t focus exclusively on top-of-funnel activities because interacting with all sales funnel stages allows the most opportunities to develop and move forward.
  • Creating can be asynchronous; marketing can review recordings of sales calls to determine additional materials that might be needed. 

Guessing is the enemy of sales:

  • However, there is a difference between guessing and making assumptions; assumptions are a necessary tool (that should be verified and refined whenever possible.)

Three things to do more as sellers and marketers:

  • Treat your sales enablement process as the final mile between sellers and success.
  • Create as much common ground as possible while speaking the same language. Mirror the speech patterns of the people working with you to create an atmosphere that best pushes forward.
  • Have more direct interactions with your market. Prospective, current, and past customers have a lot to teach the organization.

Wayne’s final piece of advice? Excellence doesn’t occur in a vacuum. The ultimate answer and best version of achievement happen when you can learn, teach, and work with the people and groups around you. To get in contact with Wayne, find him on LinkedIn or visit allego.com for more company content.

This episode is brought to you in part by Skipio.

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As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.

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