How to Tear Down Sales and Marketing Silos The Secret to Developing a Culture of Content Across the Entire Organization Marcus Sheridan President, The Sales Lion @TheSaleLion @TheSalesLion • #CMWorld

Why does Content Marketing fail? cc: EnricoBagarotto - https://www.flickr.com/photos/55637491@N03

-Krista Kotrla of Block Imaging "I'm so frustrated." -Krista Kotrla of Block Imaging

“When I ask my team to help me produce this content they tell me…” cc: hjl - https://www.flickr.com/photos/92605333@N00

I simply don't value the thing you just explained "I don't have the time" I simply don't value the thing you just explained cc: Moyan_Brenn - https://www.flickr.com/photos/28145073@N08

SILOS Waste Resources Kill Productivity Devastate Organizations cc: eirikref - https://www.flickr.com/photos/34034335@N00

8 Steps to Eliminating Silos Between your Sales and Marketing Teams for Content Success cc: Jamie McCaffrey - https://www.flickr.com/photos/15609463@N03

Buy-In Is Everything with Content Marketing #1. A Unified Vision Buy-In Is Everything with Content Marketing cc: Government Press Office (GPO) - https://www.flickr.com/photos/69061470@N05

My Department vs Our Organiztion cc: Globalgrasshopr - https://www.flickr.com/photos/26307207@N00

Everyone must understand the What, How, and Wy #2. Workshop Everyone must understand the What, How, and Wy cc: Nick Kenrick. - https://www.flickr.com/photos/33363480@N05

A Content Workshop: Explains "What" it is so everyone understands it easily Explains "How" we're going to do it. (Roles/Strategy) Explains "Why" it's critical-- for the individual and collective cc: pfarrell95 - https://www.flickr.com/photos/65005341@N03

"Dang. Buyers Have Changed. And if we don't change, we're screwed. cc: kevin dooley - https://www.flickr.com/photos/12836528@N00

What is the organization's content mission statement? #3. Singular Focus What is the organization's content mission statement? cc: Werner Kunz - https://www.flickr.com/photos/35375520@N07

"We're going to be the best teachers in the world." cc: Mrs4duh - https://www.flickr.com/photos/33118900@N07

Unless we help create it, we don't value it as much #4.Insourcing Unless we help create it, we don't value it as much cc: katerha - https://www.flickr.com/photos/8489692@N03

#5. Content Manager Someone MUST own this cc: nlafferty - https://www.flickr.com/photos/23093930@N04

"I want my sales team to look like geniuses." -said by some smart content manager cc: Redfishingboat (Mick O) - https://www.flickr.com/photos/41711515@N00

#6. Make it Your Greatest Sales Tool (Assignment Selling and more) cc: Wiertz Sébastien - https://www.flickr.com/photos/36169570@N08

Whoever said we’re all “too busy” for content was a darn fool. cc: Mrs4duh - https://www.flickr.com/photos/33118900@N07

30 @TheSalesLion • #CMWorld

Content, assuming it’s honest and transparent, is the greatest sales tool in the world. -Marcus Sheridan @TheSalesLion • #CMWorld

(Culture doesn't occur overnight) #7.Constant Awareness (Culture doesn't occur overnight) cc: kevin dooley - https://www.flickr.com/photos/12836528@N00

Your Content Newsletter... SEO victories Read,watch, listen stats Lead generating stats Customer comments Sales Revenue attribution cc: just.Luc - https://www.flickr.com/photos/9619972@N08

#8. Make it Required This ain't Utopia folks cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00

Reviewing the 8 Steps of a Content Culture Unified Vision Shared by All Workshop: What, How, and Why Singular Focus Leverage Your Existing Employees w/ Insourcing Content Manager (Someone Must Own It) Make it Your Greatest Sales Tool Create Constant Awareness Make it Required @TheSalesLion • #CMWorld

-Krista Kotrla of Block Imaging "I'm so frustrated." -Krista Kotrla of Block Imaging

The Rise of Block Imaging

-Krista Kotrla, Block Imaging Because of Insourcing and Content Marketing, we can account for at least 20 million in sales we otherwise would never have gotten.” -Krista Kotrla, Block Imaging cc: Jhong Dizon | Photography - https://www.flickr.com/photos/27636029@N05

-Member of Block Imaging Sales Team Guys, Y’all may be sick of hearing these stories but I still get a kick out of it. I just had a conference call with a pain management center in Arkansas. Come to find out before we even spoke, the purchaser had printed off several of my blogs to bring to her board meeting. It enabled her to answer questions on comparison models, budgets, what equipment they needed etc. She had read and seen so much of our content she said she couldn’t wait to talk to me. She told me who my competitors were and how much they were quoting. Even when I told her we would likely charge more, she said “but I trust you guys, I’d rather work with you”. I realize they don’t all line up like this, but when our funnel is working at its best it’s so so so sweet…I’m sure I could still find a way to screw up the deal but the point is, I couldn’t be better set up to succeed. The effort to produce the content is WORTH IT! Thank you to the stellar efforts of the marketing team for really setting us apart. -Member of Block Imaging Sales Team (An email from Block Imaging’s Sales Dept., 5 Years After they Started Content Marketing)

When was the last time your Marketing department received an email from Sales like that? cc: j_baer - https://www.flickr.com/photos/43835739@N05

Marcus Sheridan President, The Sales Lion Keynote Speaker, Consultant marcus@thesaleslion.com @TheSalesLion • #CMWorld