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How Marketing & Sales Can Tell the Same (Amazing) Brand Story in 2020

The New Year always provides an opportunity for businesses to take a step back and evaluate their sales and marketing efforts. It’s a fresh start to make sure both teams are positioned for success — working together to maximize your potential for growth.


One of the most important yet often overlooked aspects of marketing and sales alignment is storytelling. Think about your brand story as if your sales and marketing teams were working together to write a book. Each team has its chapters to contribute, but if they’re not telling a cohesive story, the book will confuse readers rather than engage and inspire them. 

How Marketing & Sales Can Tell the Same (Amazing) Brand Story in 2020

So how can you work to ensure marketing and sales are telling the same brand story in 2020? 

Here are four keys to consider: 

  1. Take time to identify potential stories customers will want to hear.

Stories are only effective if they resonate and inspire potential customers to take action. From the very beginning, it’s important to ensure the brand story you’re telling resonates with them. In today’s increasingly noisy world, perhaps the only competitive advantage remaining is having a deeper, better understanding of and relationship with potential customers. 

  1. Make sure both teams are meeting on a regular basis.

Make sure you’re willing to put in the time your sales teams deserve. You can’t expect sales and marketing to intuitively know the most compelling elements of your brand narrative to highlight. This might involve some initial training to make sure both teams understand the narrative. Engaging and cohesive stories also require meeting together consistently to adapt your approach based on what’s working and what’s not. 

  1. Equip sales with stories and resources they will use.

One of the best ways that marketing can maintain control of the brand narrative and perception is to create sales-enablement resources for your team proactively. But it’s important to make sure the resources you’re creating are what your sales team needs. Your marketing team might not be able to motivate your sales team to stick to the brand narrative, but taking the time to create assets and stories that are useful to them is an essential step.

  1. Make the entire experience seem personal and relevant to potential customers

Today’s customers want to be heard and noticed. If they feel like they’re just a number, they’ll quickly move on to another option. That’s why both your sales and marketing efforts need to keep the story personal and relevant to the customer. This requires a deep understanding of your customer—including their specific pain points and interests. Gathering information and using what you know about potential customers is the only way to earn their trust and attention. 

When marketing and sales teams aren’t aligned around the same brand story, it only confuses the potential customer. If you’re struggling to convert marketing leads into sales, take a look to see if marketing and sales are telling the same story. If not, making sure both teams are in alignment might be the answer.