Gap Between Sales and Marketing

I recently came across an interesting statistic. A study by the Chief Marketing Officer Council stated that most salespeople view up to 90% of sales materials created by marketing as valueless.

I have even met some of these salespeople. They hand you a brochure and say something like "Here's some information about our company. You'll have to excuse the brochure though. It's hideous."

One business owner I've met touts his company as an upscale business. He claims to be able to bring your company to a whole new level. He's very inspiring. Take a look at his brochure, however, and not only does it look like a five year old designed it, but it features a photo of a stressed out business man holding his head in his hands right on the cover. The brochure design and the photo contradicts everything he speaks about.

We constantly see a lack of consistency in the design of most business marketing materials. Many just want to do it themselves and others don't want to spend the money. So, how much does it cost you when your sales force is out in the public demoralizing your company through your own marketing materials?

So, what do you do about it? You hire a professional graphic design team that works not only with the company's marketing team, but your sales team as well. Spending a little bit to put in the time and care into your corporate identity program is a critical component to promoting your business in the best light. It is not as much money as you would think and pays off big in the long run.

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