Here's how we see it

In the last few years, we’ve seen enterprise marketing take off.  Plans are smarter, creative is better, and talent is more competitive.  But one old problem sticks around: brand marketing and sales still just don’t get along.  Brand is from Mars, sales from Venus, and the marketing assets each produces come from different planets.  

 

Part of this is organizational — it’s how marketing and sales are set up.  Part of it is tribal — brand marketers think sales enablement sucks, while sales folks think brand marketing is wasteful.  And part of it’s inertia--marketers settle into what they know and avoid the risk of something different.

 

At the same time, we’ve seen the “funnel” implode, the volume of B2B noise crank up, and few brands affording wholly discrete “brand campaigns” that aren’t attached to revenue.  A logical solution would be to better integrate brand marketing with sales marketing, and design campaigns that can punch up, down and sideways, wherever your customers need it.  But we weren’t seeing this happen.  Why?

 

Because it’s hard.  The people and production models for making emotional brand stories are not wired for the complexity and product-fluency needed to convert a deal.  And the makers of sales collateral are unlikely to give you all the feels.  Which leads to a polarization of work.  You typically get one or the other from an agency partner, but not both.

 

This is especially crazy when you consider that most customer action occurs not at the poles but in the middle.  In enterprise tech, it’s the long flirt between knowing a brand and making a deal, when customers are often won or lost.  Sometimes this middle ground gets no marcom; sometimes it gets weak sales or brand comms dressed up as “demand gen.”  Either way, it represents a collective settling by both brand and sales marketers for something less than what they need.

A logical solution would be to better integrate brand marketing with sales marketing, and design campaigns that can punch up, down and sideways, wherever your customers need it.

Settling.

Broad. Emotional. High production value

Brand building

X

Specific. Functional. Low production value

Sales enablement

Still settling.

Broad. Emotional. High production value

Brand building

Demand generation

Targeted. Rational. Low production value.

Specific. Functional. Low production value

Sales enablement

Not settling.

Targeted. Emotional. High production value

Brand building

Brand creative

that sells

Targeted. Emotional + Rational. High production value

Targeted. Functional. High production value.

Sales enablement

We’re here to say — to both brand and sales marketers — that you don’t need to settle.  We can make brand creative applicable to sales, and sales creative to build your brand.  We call this brand creative that sells.   

 

We’d love to tell you how we do it, and what we can do for you.

yo@thismachine.agency

100 Montgomery Street, 11th floor

San Francisco, CA 94104

©2020 This Machine by Agent3, LLC