Over the Top and Through the Door
Create separate toolsets to build awareness
and enroll customers

Organizations that staff both marketing and sales teams recognize the value of their separate functions. Marketing is the functional group that creates awareness and demand for products and services. Sales is the functional group that contacts customers and prospects to present offers and finalize transactions.

Additionally, the activities of the two teams help define the kinds of tools they need to be successful.

• Marketing teams can be successful by delivering standalone tools that arrive via “over the top” media and don’t require further explanation.
  
  
• Sales team members need “through the door” tools they can use for reference while explaining features and benefits during a sales call.

So the general rule is that when customers see a selling tool there is a sales rep attached, and when they review marketing communications they are on their own. The distinction is important during the communications planning cycle.

Plan and budget for one set of tools to build awareness and another set of tools to enroll customers. Consider the design implications for how the tools will be used in actual marketing and selling situations.

• Marketing tools should be designed to tell an overall story, with simple headlines supported by compelling illustrations.
  
  
• Selling tools should be designed to support a sales presentation, with claims backed up with features and benefits.

Plan and work on both tracks, and try to avoid blending the outputs. Keep the end goal in mind, which is to equip your team members with the specialized tools they need to be successful.

Organizations have been known to send sales reps into the field carrying marketing materials that they are expected to use as selling tools. That’s the scenario you’re trying to avoid.

Crawford/Mikus offers a full range of marketing, sales and communication services, from brand execution to selling tools, and we implement end-to-end solutions across all media-from concept to execution. We’ll help define your visual voice, and we’ll convert your business goals into solutions that deliver bottom line results. Click on the Contact Us button to the left or call 404.875.7753 to speak directly with Scott Mikus.