If you’re a CEO, Revenue Officer, or Enablement Leader looking to transform your go-to-market strategy toward digital selling, don’t include the marketers that pick out your corporate colors, and office swag. 

If you’re a CEO, Revenue Officer, or Enablement Leader looking to transform your go-to-market strategy toward digital selling, don’t include the marketers that pick out your corporate colors, and office swag. Their role in a Fortune 2,000 company is massive, but their value in helping John Smith sales rep whose territory is Colorado with digital content specific to his market…. is god awful.

As Aaron Ross & Jason Lemkin point out in their book From Impossible to Inevitable: How Hyper-Growth Companies Create Predictable Revenue, if you’re a smaller company, you can teach your digital demand generation marketers to make a billboard, but you can’t teach your corporate marketers digital demand generation.

The reason I bring this up is that for a digital transformation to occur, marketing has to be riding shotgun during the evolution. Marketing has four major roles to play in supporting a digital go-to-market strategy:

1) Creation: creating insights that convert to opportunities!

Social Sellers don’t need commercials. Social Sellers need insights that are up there with Gartner, Forrester, IDC, Sirius Decisions, that rock a buyer off their status quo to think differently. Sales professionals need marketing’s help to create videos, ebooks, podcasts, webinars, blogs and infographics that become an endless train of learning for the customer.

Is the marketing team that sponsored the boards at Madison Square Gardens going to drive digital demand generated leads to sales reps?

2) Organization: design and scale a content library that’s sales-centric

Social Sellers need to be able to find any of these great assets within 1 minute of thinking through a customer’s challenge! YES, 1 minute. Any longer, and the “path of least resistance” within a sales professional kicks in, and they abandon the task. Great digital content marketing teams design libraries and employee advocacy systems that are keyword indexable for buyer personas, product types, stages of the buyer’s journey.

Is the marketing team that built your Dreamforce booth going to build-out your employee advocacy system?

3) Distribution: growth hacks that drive 10x lead flow

Digital content marketing experts understand how to create 10x lead flow through innovative hacks. These hacks may include influencer marketing campaigns, virtual summits, or lead sharing campaigns, basically anything that will help drive qualified leads into a sales team’s hands.

Is the marketing team that built your last tv commercial going to think guerilla marketing style to generate 100’s of new buyers into your CRM?

4) Evaluation: measure the “Content Consumption Story” of your buyers for trends

The elite digital content marketing teams understand that buyers are leaving digital fingerprints all over your website and marketing assets. Once they combine these marketing touch points with sales interactions, they begin developing a picture of the buyer’s “Content Consumption Story.” If you measure enough customers, you’ll identify patterns and trends that make your content marketing machine (we call it “Insights Factory”) highly scalable.

Is the marketing team that sponsored the Super Bowl also developing predictive analytics around your website traffic for sales opportunities?

Basically, not all marketing team’s are created equal.

Social Sellers need DIGITAL CONTENT MARKETERS. Give your sales team the support they need.


Jamie Shanks

Author: Jamie Shanks

Jamie Shanks is a world-leading Social Selling expert and author of the book, "Social Selling Mastery - Scaling Up Your Sales And Marketing Machine For The Digital Buyer". A true pioneer in the space of digital sales transformation, Jamie Shanks has trained over 10,000's of sales professionals and leaders all around the world.

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