1. 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

2. Why does Content Marketing fail?
cc: EnricoBagarotto -

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

4. “When I ask my team to help me produce this content they tell me…”
cc: hjl -

5. 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 -

6. SILOS Waste Resources Kill Productivity Devastate Organizations
cc: eirikref -

7. 8 Steps to Eliminating Silos
Between your Sales and Marketing Teams for Content Success
cc: Jamie McCaffrey -

8. Buy-In Is Everything with Content Marketing
#1. A Unified Vision
Buy-In Is Everything with Content Marketing
cc: Government Press Office (GPO) -

9. My Department vs Our Organiztion
cc: Globalgrasshopr -

10. Everyone must understand the What, How, and Wy
#2. Workshop
Everyone must understand the What, How, and Wy
cc: Nick Kenrick. -

11. 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 -

12. "Dang. Buyers Have Changed.
And if we don't change, we're screwed.
cc: kevin dooley -

13. What is the organization's content mission statement?
#3. Singular Focus
What is the organization's content mission statement?
cc: Werner Kunz -

14. "We're going to be the best teachers in the world."
cc: Mrs4duh -

15. 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 -

16. #5. Content Manager Someone MUST own this
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17. "I want my sales team to look like geniuses."
-said by some smart content manager
cc: Redfishingboat (Mick O) -

18. #6. Make it Your Greatest Sales Tool
(Assignment Selling and more)
cc: Wiertz Sébastien -

19. Whoever said we’re all “too busy” for content
was a darn fool.
cc: Mrs4duh -

20. 30
@TheSalesLion • #CMWorld

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

24. (Culture doesn't occur overnight)
#7.Constant Awareness
(Culture doesn't occur overnight)
cc: kevin dooley -

25. Your Content Newsletter...
SEO victories
Read,watch, listen stats
Lead generating stats
Customer comments
Sales
Revenue attribution
cc: just.Luc -

26. #8. Make it Required This ain't Utopia folks
cc: Justin Ornellas -

27. 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

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

29. The Rise of Block Imaging

30. -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 -

31. -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 from Block Imaging’s Sales Dept., 5 Years After they Started Content Marketing)

32. When was the last time your Marketing department received an email from Sales like that?
cc: j_baer -

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