The ceiling of your outbound success is your company’s marketing engine.

The ceiling of your outbound success is your company’s marketing engine.

The future of outbound is...

Drumroll...wait for it...

Getting back to basics: sales & marketing alignment.

My clients who experience the best outbound results have world-class marketing teams.

And here's how they work better together to massively increase outbound success.

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✅ 1) Customer snippet bank

Create a bank of 2-3 sentence customer story snippets with:

- Customer name

- Industry and size of business

- Personas

- Problem statement

- Result/outcome

- The transformation

Reps will LOVE marketing for this. This can be repurposed for cold emails, talk tracks, discovery conversations, demos, etc.

✅ 2) “The offer you can’t refuse”

Increase the value prospects get in return for their time. Make prospects feel silly for turning a meeting down.

My best clients lead with free website audits. They secret shop the prospect. They share world-class industry reports. They experience the brand.

Teach don't take.

✅ 3) Collaboration with customers and prospective customers

Create world-class content with your customers (AKA your prospect's peers). Get them on webinars, create ebooks, share short video snippets, etc.

Don't make the content a big pitch about you. Make it valuable in and of itself.

Then have reps send tailored, 1:1 outreach to check out the content.

Adam Robinson calls this Inbound-Led Outbound.

✅ 4) Marketing: Ride shotgun with sales for a day

It can work in the opposite way as well with sales.

One of my best clients had 3-5 folks from the marketing team in the oubound workshops I led. Marketers...that's right...marketers...were learning how to cold call, handle objections, and had to role play with reps.

Make sure both parties understand what it takes to do their job.

✅ 5) Build a messaging team

Last but not least—assemble a team of 5-10 of the best reps, marketers, and sales leaders. Folks that really know the personas inside and out.

Involving both marketing and sales punches up marketing messaging by making it "sales-ready."

Instead of slide deck on new messaging, you get ready-made sequences, talk tracks, sales collateral, etc.