As a salesperson, I always appreciated and benefited from great marketing: engaging white papers, compelling case studies, professional presentations, well-thought product marketing, competitive positioning, etc. Without doubt, great marketing makes a salesperson’s job a lot easier.

That said, poor marketing isn’t an excuse for poor sales performance. Lackluster sales due to below-average marketing isn’t an acceptable excuse.

This point is well stated in this article on Here’s the money quote:

Don’t let bad marketing materials get in the way of generating new leads or sales. If marketing materials could sell something then it wouldn’t be called “selling,” and your company wouldn’t need sales people.

It’s a short article, but hits the big picture perspective salespeople need — good marketing or bad, go sell something.

What say you?


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