The Marketer’s Guide to Collaborating with Salespeople

(In Part 1 of this series, we addressed the marketer’s needs vs. the designer’s needs. Part 2 explored the marketer’s needs as compared to the developer’s.)

Marketing and sales are two related, yet completely different, functions.

Marketers focus on theoretical strategies about buying behavior. Salespeople close the deal and bring in revenue.

Marketers experiment with various advertising techniques. Salespeople work directly with prospects to convert them into customers.

It’s important to understand your salesperson’s needs and how they compare with a marketer’s needs. And it’s even more crucial to understand how they can work together to help your business succeed.

What Marketers Need From Salespeople

Marketers are strategy oriented. Their job entails creating the advertising plan and discovering the most viable ways to implement it. They are responsible for exciting the target market and priming prospects for buying.

Marketers want:

  • Specific input and feedback from the sales field.
  • Materials salespeople can use to positively impact prospect conversion rates.
  • Technically sound marketing materials that salespeople can’t ruin. (You’ve probably heard horror stories about poorly modified PowerPoint presentations. A bad presentation negatively impacts your brand.)
  • Time to experiment and manipulate ad elements,and test their effectiveness.
  • Salespeople who recognize the difference between features and benefits.

The biggest challenge for marketers is to make their theoretical approaches timely, understandable and practical for salespeople  

What Salespeople Need from Marketers

Salespeople have face to face contact with your customers, and they have their own perspectives about what makes a prospect buy.

After your ad campaign has gone forth, your salesforce must represent that your marketing claims are true.  Then they must convince prospects to part with their cash.

There are sales quotas to meet and time is of the essence, so salespeople want:

  • Marketing collateral that comes ready-made. Salespersons like to hit the ground running. Just give them some sales sheets and business cards so they can get going. They’re in the moment and need great visuals to close those sales.
  • Specific information about the product. Your salespeople should learn all the details about your product. That knowledge offers solutions when prospects have questions. Product knowledge builds trust. People buy from you if they trust you.
  • The ability to create or modify sales products. Salespeople encounter many questions in the field. For example, a prospect may want to know how to use your product in a new way. Materials that can be adapted on the spot will show your versatility.
  • Current advertising media. Sales can be negatively impacted by ad materials that still carry your old logo. Your salesforce shouldn’t promote new products with old marketing materials. Your media should also keep pace with new software releases.
  • An understanding of features vs. benefits. Features are specifics like embedded social media or ecommerce solutions. Benefits are valuable results such as building social connections or reaching consumers globally. Your best salespeople recognize what’s most important to each prospect, features or benefits, and use that knowledge to close the sale.

Achieving Sales and Marketing Consensus

Marketers don’t want salespeople messing up their ad media, but they should be open to the feedback salespeople bring from direct experience with prospects.

Populr combines quality design, sound marketing and sales strategy, and solid development. It creates a winning solution from all points of view:

  • Marketing. Populr creates a multi-media platform in professionally rendered one-page formats. These pages can be branded and customized for any product, service, or marketing strategy.
  • Development. Our developers have worked hard to create a great user interface. The responsive layouts are simple to modify and adapt easily to your content.
  • Sales. Populr’s pages are technology’s exciting, mobile, and interactive answer to the printed sales sheet.

Selling your product or service will only see success when all of these perspectives can find harmony.

Luckily, Populr has something for everyone.

Each of your team members will have their needs met, while also creating seamless collaboration with their peers. That kind of teamwork will positively impact your business growth and make things much easier along the way.

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The Marketer’s Guide to Collaborating with Developers

(In Part 1 of this series, we addressed the marketer’s needs vs. the designer’s needs. Part 3 will explore the marketer’s needs as compared to salespeople.)

Creating a successful sales product requires a team that’s outstanding at understanding.

Successful collaboration creates products that convert. Without that collaboration, your team members will make each other miserable while progress hobbles to a frustrating halt.

When it comes to the marketer’s needs and the developer’s needs, each teammate has a unique focus. And both of these individuals are crucial for moving your project forward.

What Marketers Need from Developers

Your marketer’s main focus is converting prospects into paying customers.

Marketers gain customers by focusing on developing successful strategies and tools. And (unfortunately for developers) they usually don’t understand the technicalities of backend coding.

Marketers want:

  • Marketing media that helps close sales faster. The marketing process can be time-consuming. It takes several approaches to convert prospects to buyers, and each one must be effective.
  • Advertising materials they can easily modify. Marketers want to make changes on their own as needs arise. And they want to do it without a hassle.
  • Visuals that keep pace with today. Marketers are often forced to work with ad media that is technically outdated or no longer matches the company’s current brand. Visuals that are current and relevant make their presentations easier and more productive.
  • Ad materials that don’t require advanced design skills. Ideally, marketers would love to use  pre-designed templates to create ad packages. They want seamless adaptation to new content. And they don’t want to have to wait to consult with a designer.
  • Materials that allow for experimentation. Marketers must gauge effectiveness using different ad formats, a/b testing metrics, and methods for reaching prospects. They need media they can modify and test in different presentation formats.

Basically, your marketers just want ad materials that work! Meanwhile, the developer is challenged with bringing the marketer’s requests into reality as a functional, responsive product.  

What Developers Need from Marketers

Developers handle the backend coding – the computer programming that makes your project work. To make sure it functions properly, developers need:

  • A clear understanding of the marketer’s vision for the final product.
  • A checklist of product features and user interface needs.
  • A visual design guide for each page layout. (The guide should include links, size, and placement specs.)
  • Content data and graphics files for each site page.
  • To implement any special functionality requested. For example: data capture forms, ecommerce and payment processing, and embedded social media.

Developers must also ensure their code is compliant and responsive. It should meet standards and display correctly in popular browsers.

Developers are not always designers, and rarely are they marketers. Their task is technical and they require specific instructions. Developers can’t write code without a clear picture of the marketer’s vision for the product.

The conflict arises for developers when marketers struggle to clarify what they want.

Bringing Marketers and Developers Together

Marketers and developers come together around the shared goal of achieving conversions. They both want prospects to buy and happily keep coming back for more.

Populr allows you to create and share one-pagers that help you convert prospects to buyers.

With Populr, your marketers can be more productive. They can rewrite content and make quick design changes to your ad media. Populr’s professional themes provide a beautiful selection of responsive layouts. It also simplifies marketing tools like a/b testing, saving additional design and developer expense.

Luckily for developers, there’s also no need for marketers to struggle to articulate what they want. Populr’s available page templates offer the most effective advertising formats, and allow marketers to easily share their vision for the final product.

Your marketers will find Populr excellent for building a branded and successful prospecting strategy. And your developers will thank you.

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The Marketer’s Guide to Collaborating With Creatives

Marketers and creatives are different.

Although they are both capable of yielding a fantastic product, the way they approach the process is extremely different.

Marketers are motivated to test and tweak a product, knowing that it often evolves into something completely different in the end.

Creatives (such as designers) begin with a specific set of instructions, and they follow them. Their final product is a direct result of their initial outline.

Both of these team members are an important part of a business’s success, but the differences in their style of work can cause friction in the workplace. Take a look at some of the common issues marketers and creatives run in to:

1.  Making Changes to the Product

Once a marketer has the “finished” web page in hand, they begin their own testing process. This includes many small changes until the content is how they want it. Because the marketer doesn’t take the web page as-is, the designer (who simply followed instructions) assumes what they made isn’t good enough.

This isn’t the case – the marketers are just following their own process. But a designer takes that response personally. And from the designer’s perspective, the marketer should’ve taken the time initially to think through what they wanted.

2. Being Unprepared

One of the biggest points of friction with designers is the content. If the content isn’t ready, the designer can’t work.

As a result, the designer must use place-holders and try to guess how much space is needed. And 9 times out of 10, when the content finally is ready and put into the design after-the-fact, it doesn’t flow well.

3. Lack of Detail

Designers prefer to use a detailed initial outline, follow it precisely, and create a great product.

One process, one time.

To do this, designers need as much detail as possible about the content upfront. But marketers don’t always know specifically what they want prior to starting a project. Their focus is on testing, analyzing feedback and potential future changes.

Populr—A Marketer’s Dream

Populr can help marketers resolve these problems, and many more.

Marketers no longer have to wait for the designer to build a page. They can start working on content right away – putting together campaigns, landing pages, or entire sections of a website. Marketers also have time to get the content together, using a tool that helps them visualize the final product.

The process is rewarding for designers, too. Populr’s customizable templates help marketers envision a final product and deliver more precise information to the designers. When the marketer creates a detailed POP, it gives the designer all the information they need to build a page – without having to make so many changes after the fact.

Using Populr’s design solutions, marketers have access to effective tools to get a project done. They don’t have to wait on other departments with the ability to easily embed functional items like forms, videos and ecommerce products. And with the ability to test and tweak in the pre-design phase—before passing them onto designers—a marketer can build a working relationship that lasts.


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