Learn how brand managers can work with sales teams to boost brand growth and meet revenue targets through effective collaboration.

1) Brand's strengths, positioning, competition, and challenges faced by salespeople should be clear. 2) Regularly gather customer feedback to refine strategies based on their preferences and concerns. 3) Formulate strategies that align with customer insights 4) Use data-driven insights to create targeted marketing campaigns and effective sales strategies. 5) Conduct training sessions to clearly communicate objectives, brand strengths, differentiating factors, and targets to the sales team. 6) Hold weekly feedback sessions where sales teams share customer insights with marketing to refine messages and strategies. 7) Recognize and celebrate sales team achievements, especially highlighting high achievers to boost morale and motivation.

Here's how you can collaborate with sales teams to achieve brand growth and revenue targets.

Achieving brand growth and meeting revenue targets is a complex task that requires a collaborative effort between brand management and sales teams. As someone responsible for brand management, understanding the sales process and aligning your strategies with the sales team's objectives can significantly amplify your brand's success. Your role involves more than just creating an attractive brand image; it's about ensuring that the image resonates with customers and drives sales. By working closely with sales teams, you can gain valuable insights into customer behavior and preferences, which can inform your branding decisions and help you create more targeted, effective marketing campaigns.

1 Align Goals

To foster a successful collaboration between brand management and sales, begin by aligning your goals. Both teams should have a clear understanding of the overarching business objectives and how they interrelate. As a brand manager, articulate how brand equity contributes to sales performance and vice versa. Establish common KPIs (Key Performance Indicators) that reflect both brand health and sales figures, ensuring every team member is working towards the same endgame. This alignment creates a shared sense of purpose and encourages both teams to support each other's initiatives.

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Dr. Syed Muhammad Kamran Shahid

Group Product Manager | Marketer | Strategic Mindset | Market Analysis | Business Insight | Data Driven Decisions | Innovation Champion | Drives Results | Searle Company
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1) Brand's strengths, positioning, competition, and challenges faced by salespeople should be clear. 2) Regularly gather customer feedback to refine strategies based on their preferences and concerns. 3) Formulate strategies that align with customer insights 4) Use data-driven insights to create targeted marketing campaigns and effective sales strategies. 5) Conduct training sessions to clearly communicate objectives, brand strengths, differentiating factors, and targets to the sales team. 6) Hold weekly feedback sessions where sales teams share customer insights with marketing to refine messages and strategies. 7) Recognize and celebrate sales team achievements, especially highlighting high achievers to boost morale and motivation.

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Aman Mahindroo

Business Leader || Ex BU Head- Simplilearn | Vertical Head- Tuya l Marketing Manager- Samsung | Zonal Manager- Airtel || IIM Indore'11, DCE'09
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Align goals- Ensure both teams have clear understanding of the objectives and targets. Communication- Establish open communications between them to discuss and challenges or support required. Give training to the sales staff regarding the new launches and campaigns. Collaborate- Involve the sales team in early campaign to get their inputs. Enablement- Ensure the stocks and display elements are deployed in the markets before the launch of a campaign or trade scheme. Feedback- Share insights and customer feedback and adjust the strategies to improve efficiency.

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DI GARCIA

Gestor de Marketing e Comercial Coach Vocacional Neurocientista
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In my experience, I will list some topics that I think are important: 1 - Pay attention to established goals 2 - Control goals 3 - Manage your time 4 – Know which customers to focus on 5 - Update the pipeline: discard time wasters

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2 Share Insights

Sharing insights between the brand management and sales teams is crucial for mutual success. As you collect data on brand performance, such as customer perceptions and engagement levels, share this information with the sales team. In turn, sales can provide real-time feedback from the field, offering a ground-level view of customer reactions and objections. This two-way exchange of information ensures that both teams are equipped with a comprehensive understanding of the market, allowing for more informed decision-making and strategy development.

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DI GARCIA

Gestor de Marketing e Comercial Coach Vocacional Neurocientista
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In my experience, when brand management is successful, it is crucial that satisfaction surveys such as NPS are carried out and that the sales team takes ownership of these results to disseminate to more customers as social proof of the lovermarks, thus increasing the customer base loyal.

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3 Joint Strategy

Developing a joint strategy is the next step in aligning brand management with sales efforts. This involves creating a unified plan that leverages the strengths of both teams. For instance, brand managers can devise campaigns that support the sales funnel, while sales teams can provide insights into customer needs that inform branding initiatives. By collaborating on a strategy, both teams can ensure that marketing messages are consistent across all touchpoints and that sales tactics are aligned with the brand's values and promises.

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DI GARCIA

Gestor de Marketing e Comercial Coach Vocacional Neurocientista
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One thing that I always find useful is collaboration between the marketing and sales team, which tends to draw the top of the marketing funnel to the bottom of the sales funnel aligned, to know if the leads are qualified, nurtured and educated, prepared to opening a negotiation with the sales team.

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4 Open Communication

Open communication is the cornerstone of collaboration between brand management and sales. Establish regular meetings and communication channels to discuss progress, share successes, and address challenges. These interactions should not be limited to formal reports but should also include informal conversations that encourage candid feedback and innovative thinking. By maintaining open lines of communication, both teams can quickly adapt to market changes and refine their approaches in real-time.

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DI GARCIA

Gestor de Marketing e Comercial Coach Vocacional Neurocientista
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Promoting a transparent environment with fewer procedural errors is only possible through open communication. This practice has been increasingly demanded by employees to build a better relationship between company and employee. Within this context, open communication emerges as a pillar, allowing the frank exchange of ideas, effective conflict resolution and the strengthening of interpersonal relationships.

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5 Training Sessions

Organizing joint training sessions can significantly enhance collaboration between brand management and sales. These sessions should focus on educating each team about the other's roles, strategies, and challenges. Sales teams can learn about the latest branding strategies and how they can be leveraged during customer interactions, while brand managers can gain insight into the sales process and how to create materials that support it. This mutual understanding fosters respect and synergy between the teams.

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DI GARCIA

Gestor de Marketing e Comercial Coach Vocacional Neurocientista
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One thing that I found useful is for the brand management team to exchange roles with the sales team, and make the pitch according to the brand's differentiators. And so on: the sales team lists all its strengths, weaknesses, opportunities and threats to brand managers, carrying out a true SWOT analysis of the brand.

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6 Measure Success

Finally, it's important to measure the success of your collaborative efforts. Use the KPIs established earlier to track progress and determine whether the strategies implemented are yielding the desired results. This data not only provides insight into what's working but also highlights areas for improvement. Celebrate successes to motivate both teams and analyze any shortcomings to refine future tactics. Continuous measurement ensures that both brand management and sales are consistently working towards enhancing brand growth and meeting revenue targets.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can collaborate with sales teams to achieve brand growth and revenue targets.

1

2

3

4

5

6

7

1 Align Goals

2 Share Insights

3 Joint Strategy

4 Open Communication

5 Training Sessions

6 Measure Success

7 Here’s what else to consider

Brand Management

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Here's how you can collaborate with sales teams to achieve brand growth and revenue targets.

1

2

3

4

5

6

7

1 Align Goals

2 Share Insights

3 Joint Strategy

4 Open Communication

5 Training Sessions

6 Measure Success

7 Here’s what else to consider

Brand Management

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