At Witmer Group, we operate from a core principle: Marketing should actively support sales-marketing alignment: It’s more than online visibility. Marketing can and should support your sales team, helping them close more deals. Our ultimate goal is to ensure that marketing is a continuous, high-converting revenue engine, not merely a producer of vanity metrics or pretty designs.
A recent conversation with a client confirmed a universal disconnect that prevents this seamless partnership from happening: the most valuable insights a company possesses—the questions, objections, and priorities straight from the prospect’s mouth—are often trapped within the sales process.
What We Learned: The Disconnect
During our meeting, we realized that while the sales team is on the front lines hearing the “gold,” a formal, structured process for capturing that information and feeding it back into marketing is often missing. We are missing that sales-marketing alignment. We discussed:
- The Missing Feedback Loop: There is no formal process for sales insights to flow into the product or marketing strategy; feedback relies mainly on informal mentions from demos or feature requests.
- The Need for Structure: It was highlighted the need for a more structured “voice of the customer” approach, like a monthly meeting, to analyze what customers are saying and what is truly resonating.
- The Asset Gap: The sales team needs specific, high-value content to address technical questions that arise during diligence.
How We Bridge the Gap
This is where marketing shifts from being reactive to being an engine of sales enablement. The solution isn’t adding more manual tasks to an already busy sales team; it’s leveraging smart processes and technology to create a constant content cycle.
We realized we can build a clean, automated loop by utilizing existing tools. Since sales calls are already being recorded with tools like Fathom, we can take advantage of AI to dissect those transcripts. This allows us to pull the recurring questions and pain points that the sales team is fielding and immediately translate them into the high-value assets they need.
Reinforcing the Core Message
By implementing this continuous customer-feedback engine, we directly reinforce the message that marketing must support sales:
- Creates Utility, Not Gimmicks: Marketing moves beyond generic awareness content by directly answering the prospect’s top concerns, showing them how our tech services solve their problems and benefit their business.
- Builds a Sales Arsenal: We are not guessing what content to create. Instead, we generate a clear, up-to-date arsenal of sell sheets, updated tech docs, and articles that directly inform website FAQs and collateral. It was noted that catching these recurring questions during demos is key to creating assets that “help shorten… the learning curve” for prospects.
- Smooths the Funnel: The right content, resources, and processes help the sales team nurture and convert leads into clients more easily and smoothly. By building multi-purpose assets directly from sales insights, marketing instantly shows its value and contribution to the bottom line.
Ready to turn your valuable sales conversations into your most effective marketing assets? Partnering with us means building the processes and delivering the right content to attract high-quality leads consistently, allowing your sales team to close more deals.