Sales and Marketing Messaging Alignment Process

Sales and Marketing Alignment serves both the marketing team in sharpening the value creation story around product capabilities and the sales team in engaging buyers in conversations around their issues and how product are used to solve problems. 

1. Brainstorming is a facilitated process using a methodology in a group of 5-7 people. The ideal group is a mix of top sales producers coupled with product visionaries and product marketing.
2. Buyer Persona development starts by selecting market-segments and roles of target buyers who will be involved in the decision to acquire, finance and implement the solution.
3. Developing the Value Proposition requires concentrated intellectual effort and must relate to how the products are used to create value. Potential solutions occur at the intersection of buyer goals and capabilities. (not as an abstration of features and benefits)
4. The Messaging Architecture is an abstraction of the Value Proposition for use in sales conversations, Website messaging and Brand Messaging.
5. Chances are that you will need to train the sales team on the new messaging and positioning so they "own it" and can focus 100% on the client and their issues. WhiteboardSelling Enablement is a proven approach to rapid mastery of the value proposition.