London : Los Angeles (LO:LA), California marketing agency built on creative ideas and intelligent collaboration, explains why sales and marketing teams must align to catalyze audience buy-in.
The new report notes that when sales and marketing are not aligned in the way they communicate and humanize their company’s brand, departments can splinter into silos, each with their own priorities. When this happens, the message target audiences receive can be fragmented and confusing, something that leads to weakened sales and an imperceptible identity.
Experts agree the term ‘being on the same page’ is an idea that needs to be confirmed within company departments, and most especially when it comes to sales and marketing. With the release of their recent report, “Getting Marketing and Sales Aligned,” the experts at LO:LA say cohesive brand articulation among sales and marketing teams is crucial to a company’s success in the marketplace.
According to their report, it can’t be assumed sales and marketing are communicating the same brand message since one is rooted in creative strategy and the other is rooted in acquisition and revenues.
Authored by CEO and agency founder Nicholas Platt, “Getting Marketing and Sales Aligned” warns of the pitfalls that can occur when marketing and sales teams don’t communicate with each other to ensure the brand story is consistently portrayed.
Platt says ensuring sales and marketing are on the same page begins with a well-constructed brand articulation that drives synergy among marketing, sales, and other internal teams.
He also recommends company executives confirm internal buy-in before promoting messages externally. The report punctuates this point by recommending employee input become part of a shared brand story.
Acknowledging marketers and other external-facing teams must communicate branding in ways that make sense to their own audiences, Platt says that approaches can certainly differ as long as key messages remain consistent.
With roots in London and nurtured by the vibrant and diverse culture that defines Los Angeles, LO:LA was founded in 2017 on the notion that re-imagining creative to find magic in the moments that matter will produce advertising that resonates more effectively with audiences.
With the release of their recent report, the experts at LO:LA are reminding companies that an aligned brand message among marketing and sales is not always tacit. By ensuring both teams are presenting a united message, brand identity and market positioning can never be diluted.