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Maggie McCann :: Dir, Product Marketing :: Centro
MIND THE GAP: BRIDGING THE DIVIDE
BETWEEN SALES & MARKETING
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• Who am I? What do I do? (1 min)
• Communication (15 min)
– Get them the information
– Consistency is Key
– Create Habits
• Building Partnership (10 min)
– Get out of the office
– People like to be included
– Accountability for all
• Actionable Takeaways & Questions (4 min)
We Can Fix it!
WHAT WILL BE COVERED:
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director, product marketing
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WE HAVE DELIVERED
GREAT RESULTS FOR:
National Top 10 processor of digital media
$500MM+ digital media processed last year
700+ Centrons in 41 North American offices
Innovators in ad technology
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“WHEN WE FAIL TO COMMUNICATE, WE FAIL”
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CONSISTENT MONTHLY UPDATES
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Covered in EVERY Product/Feature Training
• What is this feature? How is it defined?
• What is this feature in the wild? Where do we see it in our real lives?
• How would a customer experience its effect in the real world?
• Do we have a real world analogy Sellers could share with clients? A visual? If yes, what?
• What are the benefits of this tool to Agencies? To Brands?
• What key words or phrases are Sellers listening for?
• What discovery questions should Sellers be asking of their clients to lead to the benefit of the feature?
• What objections might Sellers hear about this feature? How should they respond?
• What should sellers stop saying or doing regarding this feature, especially if a legacy feature?
• What are the general technical specifications of the product? Anything Sales needs to know?
• Who is our competition? Who should we be aware of?
• Do sellers have the ability to demo this feature? If yes, what are the instructions? If no, what can they show?
• What language would make sense to a client in a prospecting email?
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• Seller Newsletter
• All-Hands Sales Call
• Content is shared only through links are
to our Sales Enablement tool
• Everything new they need to know
comes with links from the same person,
with the same subject line, every
• Roadmap is updated monthly and
includes feature/product tiers
• Training follows a consistent schedule
and allows for relevant information to
be consumed in multiple ways
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“PARTNERSHIP IS THE WAY. DICTATORIAL
WIN-LOSE IS SO OLD-SCHOOL” - Alanis Morissette
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GET OUT OF THE OFFICE!!!!!!
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PEOPLE LIKE TO BE INCLUDED
Give them a stake in
it, get them excited!
• Create cross
• Ask for help in
building the story
• Naming can always
be a brainstorm
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ACCOUNTABILITY FOR ALL
Use the Data!
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One place for them to look (Sales Enablement Tool)
One place to reference everything new and relevant
Create habits and consistency (Tiering)
Get to know them, and keep it informal (out of the
Give them ownership (Cross Functional Teams)
Keep your team accountable and consistent (Planner
board for prioritization)
Gather the data and report on it – highlight the people
doing what you want them to be doing
& HOW WE DO IT
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