That way, your product manager can get through to internal stakeholders, Marketing can reach Sales with the right material and Sales can work with their Buyer in a shared, collaborative space where material can be shared and all interactions are kept in one place.
Choosing where to start
At this point, you may be wondering what gap is the most important to close. Is it the gap between Product and Marketing, Marketing and Sales or Sales and Buyers?
This is a difficult question, and it comes down to what has the highest priority and where you’re facing the biggest challenges. In other words, the most important gap to close depends on what roles and departments have the hardest time reaching one another. By choosing the right gap to close, you can get the quickest path to value possible and see measurable effects on your revenue growth.
To make it a little bit easier to pick your starting point, we’ve summarized some key challenges for specific roles. Check them out and see what challenges your organization struggles the most with:
1. Product manager
When there is a gap between Product and the rest of the organization, product managers may struggle to:
- Get their products launched in time
- Make sure the organization has received product material and that sales and marketing teams understand the product
- Keep the product message consistent
2. Marketing team
For marketing teams, a gap between them and Sales can prevent them from:
- Getting sales teams to use the right marketing material and sales presentations
- Finding out what material is interesting for the buyers that sales teams meet
- Making sure the product message remains consistent
3. Sales team
Sales teams, in turn, can have trouble:
- Knowing what prospects are interested and focusing on the wrong deals
- Keeping track of multiple stakeholders and addressing their concerns
- Sharing relevant material and keeping prospects engaged throughout the process
- Knowing who has seen what material and what stakeholders are interested in
Close the gap and get results
By looking at the challenges above you can get an idea of where to start. If the most important priority right now is ensuring a smooth product launch, training your organization and getting buy in, you may want to close the gap between your product managers and the rest of your organization. If the key objective is to keep your message consistent and get the right marketing material into the hands of your sales reps, you might want to close the gap between Marketing and Sales. If you, on the other hand, find that the biggest challenge right now is enabling your sales reps to drive large deals with multiple stakeholders, get to know their prospects and closing the deal faster, the gap between Sales and Buyers can be good to address first.
At SP_CE, we have solutions for closing each of these gaps. Contact us today to discuss what solution is right for you or check out our Digital Sales Room and Interactive Showroom to learn more.