Our quest to improve sales and marketing alignment in the workforce solutions industry continues. We’ve seen a lot of sales hiring over the last several months. That is an important investment. And the perfect opportunity to build the alignment. (Onboarding tips here) For new readers, we have created a 5 part framework to drive sales and marketing alignment. We are sharing the framework step by step here. We are on to Part Two!  Based on feedback, we will include the prior portion when introducing the new one. Part Two is PROCESS. Address frequency, ownership, distribution, and feedback loop. (It’s critical to track what content resonated, how and with whom, and all that needs to influence the next round of content creation). Step 2 of Part 2 Conduct/refresh competitive analysis, positioning and messaging based on current buyer behavior and sales environment. For example, there is a lot of uncertainty right now. Create messaging around how your solutions are the right move in an uncertain market.  Step 3 of Part 2 Co-create buyer relevant content based on buyer journey needs.  Address frequency,

A 3 minute read… You’ve likely heard the stat that somewhere between 3-5% of buyers are “in market” at any given time. That’s a small percentage, considering many workforce solutions sales pros are relying on at least some on their “target list” to be in a buying cycle in order to meet sales targets and revenue goals. The good news is that 17% are in the research stage and another 20% are “problem aware”. This provides the opportunity for sales and marketing teams to nurture relationships and build trust. A healthy target list and pipeline has a mix of prospects in various stages of buying. Determining where they are in the cycle is not easy, and ensuring time is invested with all targets can also be a challenge. Here is where marketing can play a valuable role.