5 Ways to Improve Product Marketing and Sales Collaboration to Increase Sales

Product marketing and sales empowerment teams have one goal: to help sales teams sell more. Each team plays an important role in monetization.

Product marketing focuses on developing content assets that can be used by the sales team throughout the buyer’s journey and activating sales to ensure reps know how and when to use that content to deliver exceptional shopping experiences and complete multiple transactions.

In successful organizations, Product Marketing and Sales Empowerment function as extensions of each other. This level of collaboration and alignment improves the efficiency of each team and ensures that the sales force is well equipped to increase revenue.

However, in many organizations, product marketing, and sales empowerment still have a long way to go before collaboration can be mastered. They often plan and execute in silos, competing for offline strategies and priorities. As a result, none of the teams are as effective as they could be, and the salespeople don’t have what they need to become trusted advisors to their customers and prospects.

The negative consequences of misalignment

When product marketing and sales operate independently, conflicts and discrepancies can arise. What consequences does this have for organizations?

For starters, without a consistent strategy, the two teams would send conflicting information to sales and clash. This can be quite confusing for sellers, making it difficult for them to determine where to focus their attention.

In addition, the misalignment between the two teams leads to ineffective content. Product marketers know the ins and outs of a company’s offerings and work hard to produce content that moves companies forward. On the other hand, sales empowerment teams, who spend much of their time on sales, have a clear understanding of what field workers feel; they have very valuable information about what works for sellers and buyers (and doesn’t work).

When the two teams are offline, product marketing produces content they find useful. But that content can never be used; or, even when used, it doesn’t necessarily help running. In addition, a mismatch can lead to content gaps, causing reps to miss the content they need in certain sales scenarios.

For example, during some phases of the buying journey, sellers may often encounter the same objection as buyers, but lack the substance to address it effectively. Or merchants may reach potential customers in a new industry and therefore need content that meets the specific needs of that industry. Without effective collaboration, marketers may not even know these gaps exist.

5 ways to improve product marketing team alignment and sales empowerment

5 Ways to Improve Product Marketing and Sales Collaboration to Increase Sales

The collaboration between product marketing and sales empowerment is a blessing for both teams and the organization as a whole.

Here are 5 practical actions you can take to improve the alignment between these two teams and drive revenue growth.

1. Planning together

Product marketing and sales triggering are more effective when they work together rather than against each other. Collaboration starts with developing coherent strategies and plans that complement and align the overall vision and goals of the company.

Every year partner for strategic planning. Share priorities, plans, and agendas for the coming year to make sure they are on track. Solicit and provide feedback and rework plans as needed to ensure priorities are aligned and everyone is working toward the same goals.

2. Stay Connected

Meeting once a year for strategic planning is important, but that’s just the beginning of the story. Consistent and transparent communication throughout the year is needed to build mutual trust and improve collaboration.

An important way to keep in touch is by meeting regularly, for example, once a week. During these review meetings, designated contacts from each team can provide program updates, share progress, and solicit feedback.

3. Collaborate on content creation

Content plays a key role in the B2B buying process. It’s important to have relevant content available for sellers to use at every stage of the buyer’s journey, keeping in mind that B2B buyers often do extensive research before contacting a seller.

For product marketing, it’s best to share content plans with Sales Enablement before launch to ensure the content meets the needs of sales teams.

4. Leverage content analytics to optimize and improve

You will likely hear a fair amount of quality feedback about the content. For example, sales reps can contact you to let you know what content they like or dislike and want more. This kind of feedback is important, but without quantitative data, you don’t have a complete picture of what content works.

5. Have fun

When working to improve product marketing alignment and sales promotion, it’s important to focus on things like strategic planning and collaborative content creation. But it’s also important to build relationships and have fun.

Have a cup of coffee. Go out to lunch. Celebrate each other’s successes and praise when necessary.


Finally, remember that alignment starts at the top. How product sales and marketing managers interact and work together determines how these two teams work together.

Now is the time to focus on what you can do to improve this important collaboration within your organization.