Every person in your company is a part of marketing and a part of sales. Let me explain. While traditional sales and ...

How To Be a Great Subject Matter Expert for Your Content Team By John Becker, Thursday, January 13, 2022 7:30 AM Every person in your company is a part of marketing and a part of sales. Let me explain. While traditional sales and marketing activities are handled by the marketing and sales teams, of course, it doesn't stop there. The employee who is providing a service or manufacturing a product or sending out an invoice — each is interacting (either directly or indirectly) with a customer or potential customer. In this way, they are a part of your marketing and sales efforts. Good customer experiences create happy customers, which, in turn, create enthusiastic promoters and more prospective customers. This is happening every second of every day. The marketplace is constantly forming and refining its impression of your brand, and a positive experience makes all the difference. Everyone is part of marketing. Everyone is part of sales. Gone are the days when we could think of marketing, sales, and service operating in isolation from each other. Rather, they need to work together to ensure a seamless and consistent customer experience all the way from the first interaction to after the sale. Nowhere is this more important than with your company's inbound marketing initiative. At its core, the inbound philosophy proposes that the old-school line between marketing and sales is more blurry than ever. In the past, sales reps spent a great deal of time educating customers. Today, much of that falls on the marketing team that produces educational content for customers to consume on-demand. But the marketing team can't do it alone. For inbound marketing to succeed at your company, you need top-to-bottom buy-in — and a willingness for your many subject matter experts (SMEs) to offer their knowledge and insight. Otherwise, the content your team produces will feel thin and unconvincing. So, how can the SMEs at your company help with the content effort? Below, we'll cover: Who are SMEs at your company? What does helping out with content actually look like? 6 ways you, as an SME, can help your content team Let's dive in. Read more »     Schedule a call with an advisor → Join IMPACT+ for free → How To Be a Great Subject Matter Expert for Your Content Team By John Becker Every person in your company is a part of marketing and a part of sales. Let me explain. While traditional sales and marketing activities are handled by the marketing and sales teams, of course, it doesn't stop there. The employee who is providing a service or manufacturing a product or sending out an invoice — each is interacting (either directly or indirectly) with a customer or potential customer. In this way, they are a part of your marketing and sales efforts. Good customer experiences create happy customers, which, in turn, create enthusiastic promoters and more prospective customers. This is happening every second of every day. The marketplace is constantly forming and refining its impression of your brand, and a positive experience makes all the difference. Everyone is part of marketing. Everyone is part of sales. Gone are the days when we could think of marketing, sales, and service operating in isolation from each other. Rather, they need to work together to ensure a seamless and consistent customer experience all the way from the first interaction to after the sale. Nowhere is this more important than with your company's inbound marketing initiative. At its core, the inbound philosophy proposes that the old-school line between marketing and sales is more blurry than ever. In the past, sales reps spent a great deal of time educating customers. Today, much of that falls on the marketing team that produces educational content for customers to consume on-demand. But the marketing team can't do it alone. For inbound marketing to succeed at your company, you need top-to-bottom buy-in — and a willingness for your many subject matter experts (SMEs) to offer their knowledge and insight. Otherwise, the content your team produces will feel thin and unconvincing. So, how can the SMEs at your company help with the content effort? Below, we'll cover: Who are SMEs at your company? What does helping out with content actually look like? 6 ways you, as an SME, can help your content team Let's dive in. Keep Reading  ⟶ What Does Almost Every Business Leader Get Wrong About Sales and Marketing Alignment? Here's what business leaders are getting wrong about sales and marketing, and how they can ensure that they facilitate true alignment.   Read more  ⟶ Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good Putting time and money toward marketing represents a commitment to your future prosperity. 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