Does your sales team know about your marketing?
In alternative investments, your sales team is constantly on the move—meeting with prospects, nurturing relationships, and closing deals. With so much going on, it’s easy for your marketing collateral to slip through the cracks.
Research (and experience) tell us that sales and marketing are often misaligned, disjointed, or at odds with each other, and when this happens, it can lead to losses in productivity and frustration on both sides.
Your team may not always be aware of the full range of materials available to support them. But there’s a solution: a well-organized, comprehensive marketing collateral catalog.
Why Your Sales Team May Not Know Your Marketing Collateral
It’s not that your sales team doesn’t appreciate your marketing efforts. In fact, they likely rely heavily on the collateral you produce.
Sales professionals are focused on their immediate tasks—preparing for meetings, following up with prospects, and juggling numerous responsibilities. Keeping track of every piece of marketing collateral just isn’t at the top of their to-do list.
This can be frustrating for marketing teams who pour time and creativity into producing high-quality materials, only to find that they’re underutilized. But instead of feeling disheartened, there’s an opportunity to ensure your hard work doesn’t go to waste.
Creating a Comprehensive Digital Marketing Collateral Catalog
One of the most effective ways to keep your sales team informed and engaged with your marketing materials is by creating a digital marketing collateral catalog. Think of it like a modern-day version of the classic Sears catalog—a one-stop shop where your team can easily access and review everything available to them to help support their sales efforts.
In this digital catalog, you can include a thumbnail of each piece, along with its title and a brief description. More importantly, categorize the collateral by audience: is it for advisors, retail clients, or accredited investors? Is it suitable for public distribution, or is it restricted to a specific group? This kind of organization helps your sales team quickly find the right materials for the right situation.
Additionally, include information on how each piece can be used. For example, if you have a flyer, note whether it can be printed, mailed, used at conferences, or sent as an email attachment. This level of detail not only keeps your team informed but also empowers them to make the best use of your collateral in various contexts.
Streamlined Sales Processes and Enhanced Collaboration
By providing your sales team with a readily accessible, organized catalog, you’re not just giving them a reference guide—you’re streamlining their workflow. Instead of scrambling to find the right piece or sending you a last-minute email, they can quickly access what they need, when they need it. This saves time and reduces friction in the sales process, allowing your team to focus on what they do best: building relationships and closing deals.
Moreover, a digital marketing collateral catalog fosters better collaboration between marketing and sales. It bridges the gap, ensuring that your efforts are fully aligned and that the resources you create are being used to their full potential.
Let Marketing Intent Help You Maximize Your Collateral
A well-organized digital marketing collateral catalog is more than just a nice-to-have—it’s an essential tool for maximizing the impact of your marketing efforts. By keeping your sales team informed and empowered, you’re adding even more value to the already significant contributions you make to your firm’s success. Reach out to us at Marketing Intent to learn how we can support you in this endeavor.
