3 Ways to Give Your Sales Team the Secret Sauce to a Winning Marketing Campaign

When you’re gearing up to launch a new marketing campaign, it’s easy to get wrapped up in the fun stuff—strategizing campaign themes, crafting catchy taglines, and designing sleek graphics to reach your audience.

But here's the thing: even the most genius marketing campaign can fall flat if your sales team isn’t on the same page.

After investing time, energy, and budget into creating a killer campaign, the last thing you want is for all those leads to go cold because the sales team isn’t prepared to convert them.

At EMM, we like to think of marketing and sales like peanut butter and jelly. Sure, they’re good on their own, but together, they make magic. Marketing gets people interested, drawing them in with an irresistible offer or with messaging that addresses their pain points. Then, sales steps in to seal the deal. However, if these two teams aren’t in sync, things can get messy fast.

Here are three ways to turn your marketing and sales teams into the perfect PB&J and make your business thrive.

1. Inform Sales of your Campaign

Imagine you launch a new campaign for your AI solution promising customers a free test license. A lead calls in excited to make a purchase, only for the salesperson to have no idea about the offer. Talk about a letdown!

If your sales team isn’t clued in on your campaign messaging or the latest promotional deals, it will hurt your credibility and could cost you the sale!

How to Do It:
Before hitting "go" on your campaign, have a quick sync with the sales team. Build a one-sheet, playbook or presentation deck to share the campaign details, key dates, goals, talking points, and any special offers they need to be familiar with. Keep the details in a sales-specific place on your network so sales can check back on the details at any time.

2. Equip Sales with the Right Tools

Your campaign has done its job, and the lead is ready to learn more. Now it’s up to sales to work their magic. But if they don’t have the right tools—like a demo video, a sales presentation deck, a solution comparison sheet, or answers to frequently asked questions, they might struggle to show why your solution is the best fit.

And let’s face it: if your sales team isn’t confident in what they’re selling, it’s going to be tough to convince anyone else.

How to Do It:
Think of your sales team as the star players in your marketing campaign. They need the right equipment to win the game.

Before launching, arm them with everything they need— playbooks, presentation decks, scenarios, FAQs, case studies, and any new content marketing has cooked up.

Even better, create a sales cheat sheet (a one-pager) they can refer to when speaking with potential customers. This way, everyone is telling the same story, and prospects encounter a consistent (and positive!) experience. It’s all about making sure they’re able to close the deal when they get on the phone with a prospect.

See how other campaigns succeeded with the right mix of marketing and sales materials.

3. Create a Feedback Loop

Here’s a little secret: your sales team is sitting on a goldmine of information. They hear directly from customers about their concerns, objections, and what they’re looking for in a solution.

If you’re not tapping into this feedback, you’re missing a huge opportunity to fine-tune your campaign in real-time.

How to Do It:
Create a regular feedback loop between sales and marketing. Set up quick check-ins where sales can share what they’re hearing from leads. Did a bunch of prospects ask the same question about your solution? That’s a sign your campaign messaging might need a tweak. This kind of collaboration helps you stay agile and adjust your strategy as needed.  You can even create a Q&A document where sales can post questions that come up and can also use it when they need a little assistance with tough questions.

Getting (and Keeping) Sales and Marketing on the Same Page

Bringing sales and marketing together doesn’t have to be complicated. At the end of the day, you’re all on the same team. You both want the same thing: to grow the business and make customers happy.

By working together, sharing insights, and aligning on strategy, you can make sure your next marketing campaign doesn’t just generate leads but actually turns targets into loyal customers.

If your teams need help with creating sales enablement materials, our team can assist. From sales pitch decks and battlecards to playbooks and conversation guides, we’ll arm your sales team with the necessary materials to engage prospects, maintain their interest until they are ready to buy, and provide the messaging needed to help close deals.

So, next time you’re planning a big campaign, don’t just focus on the creative and the channels. Give your sales team a seat at the table, and watch how much smoother (and more successful) your campaigns become.

Remember, marketing gets the ball rolling, but it’s the sales team that scores the goal. Let’s make sure they’re ready to win! 🏆

Check out our Peanut Butter and Jelly video here https://www.extramilemarketing.com/meet-the-team!

Contact us at Emma@emminc.com to start setting your sales team up for success!