Good Selling Radio in association with SalesFitness Group

Communications led sales enablement - ep 11 - Making it happen

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe.

Key takeaways:

• How to make all this happen
• Focus on data collection during digital marketing campaigns. The data collected can be used to understand user engagement, content, and messaging, and to test language and behaviour.
• Focus on communicating with first-line managers who will then coach their people.
• Keep integrating corporate communications, marketing and sales.

 

Communications led sales enablement - ep 10 - Agreeing the end goal

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The goal is to work in a more joined-up way, integrating sales, marketing, and communications.
• The end commercial goal should be clear, focusing on customer lifetime value, not just a one-off transactional sale.
• Customer lifetime value is about volume, value, margin times longevity, and is increasingly seen as a driver of corporate value.

Communications led sales enablement - ep 9 - A continuing conversation

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need for continuity of brand experience is highlighted, especially in organisations leveraging their sustainability story and corporate purpose.
• The importance of a meaningful, relevant, and continuous conversation into sales is emphasized.
• The use of personalised content is highlighted, especially in the early stages of the customer journey.

Communication led sales enablement - ep 8 - The trust vacuum

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• Trust is essential in enabling sales, especially in business-to-business buying behaviours.
• Trust is earned and can be leveraged through corporate reputation to foster a deeper connection with the target customer.
• Salespeople play a significant role in leveraging corporate reputation.

Communications led sales enablement - ep 7 - The trust equation

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The three elements driving trust are credibility, reliability, and intimacy, divided by self-orientation.
• The importance of corporate intimacy is highlighted, creating a sense of connection between the parties.
• If customers feel the organisation has their interests at heart, they will continue to buy.

Communications led sales enablement - ep 6 - Stories not pitches

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need for sales teams to rethink their language and use tools that have traditionally been the domain of  influence and reputation management.
• The importance of understanding that prospects value the conversation point and the story at the point of sale.
• The role of the seller or relationship manager to ensure the right story is being fed to their contacts in the right way.

Communications led sales enablement - ep 5 - The relationship with communication and sales

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• Historically, there has been a dissonance between communications and sales, with marketing often claiming it's the marketing that's delivering the right content and creating qualifying leads and sales saying its not their fault!
• The emergence of the Chief Revenue Officer (CRO) role is seen as a solution to this dissonance.
• The role of the CRO is seen as a way to integrate processes that can sometimes be a turf war that doesn't serve the company well.

Communications led sales enablement - ep 4 - Customer journey and collaboration

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The need to influence behaviour earlier in the customer journey, focusing on the zero moment of truth.
• The salesperson's role extends throughout the buying cycle, influencing the buying group's view of the selling organisation.
• Businesses are recognising the need to combine communication skills with data-driven insights.

Communications led sales enablement - ep 3 - Growing and keeping existing customers

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The focus is on how businesses engage with customers and potential customers.
• The importance of managing churn is highlighted, not just for gaining new customers but also for growing and  retaining existing ones.
• Salespeople are not getting the time they would like to have with the buying group, with 83% of buying time spent on non-traditional activities.
• The need to manage this fragmented process is highlighted.

Communications led sales enablement webinar - ep 2 - Breaking away from tradition

How sales, marketing and corporate communications can work together: A conversation between Richard Higham and Emily Luscombe

Key takeaways:

• The traditional role of corporate communications is being redefined, from marketing focusing on engaging the customer and salespeople running the last mile.
• The shift is towards a systemic approach where regular customer conversations should inform the organization about customer issues and co-innovations.
• The conversation suggests a radical change in how sales, marketing, and corporate communications should work together.