Marketing & Sales – driving growth together
Our client recognised that consumers expectations have fundamentally changed, and in a multichannel context, the experience they have with a brand across all channels is key. They asked us to help them create an environment where their sales and marketing teams would collaborate more effectively to deliver consistent brand experiences. Their vision was for Sales and Marketing to work as strategic partners on all aspects of the business to drive growth.
What we did
We designed a learning journey for the teams aimed at building common ground. Participants undertook self-reflection before joining a 3-day face to face experience. Together, they built shared commercial competencies including route-to-market, pricing and revenue management. The sales team also built their knowledge of brand positioning and strategy, while the marketing team learned about channel and customer management. Together they worked on a business case, based on developing a brand experience along the consumer journey. We introduced a commercial framework to help them, as one team, align on long term vision and strategy, agree the strategic priorities, create and activate the experience, and measure and course correct. To create sustained change, participants were allocated partners to continue the learning journey with.
The programme is driving a more joined up approach, with the sales and marketing teams working more closely together to ultimately improve how they deliver for customers and consumers. We are now working with them on a commercial leadership programme.
If you would like to learn more about the work we do at Brand Learning, please contact us.