A staggering 74% of buyers opt for the company that was first to provide value, according to Corporate Visions. This statistic underscores the undeniable importance of personalizing value in every sales conversation. 

Why should sales leaders care about this?

The traditional sales methodologies and training systems from industry giants like Sandler, Miller Heiman, MEDDIC, and Challenger do nothing to help your sales reps add value.  

They are all about the sales process. 

If marketers want their sales teams to add value, they need to build playbooks that make it easy.  

Here are three ways marketing leaders can get started.

  1. Partnering with Sales Teams to Personalize Value: Crafting Playbooks for Success

Marketing teams are well-positioned to kickstart this transformation by building version one (v1) of playbooks. These playbooks essentially translate website positioning and content into actionable questions and talk tracks tailored to address key buyer goals and roles. However, the key lies in not stopping there.

 Give your sales team the agency to put these playbooks into action, capturing and refining them with their own best messaging practices, especially drawing from the insights of the top 20% of performers.

  1. Utilizing Sales-Marketing Huddles for Regular Iteration: Staying Ahead in a Dynamic Market

The business landscape is in a constant state of flux, marked by new competitors, evolving buyer needs, and unexpected market disruptions. Regular monthly sales-marketing huddles provide the ideal platform to test playbooks, positioning, and content. 

This iterative process ensures that your strategies remain adaptive and effective, consistently meeting the ever-changing demands of the market.

  1. Making it Easy to Practice: Aligning Marketing Content with Real-World Scenarios

No sports team would hit the field without regular practice, and the same principle applies to sales teams. Marketing teams play a pivotal role in facilitating this continuous improvement by aligning positioning and content with real-world sales scenarios. 

Creating a practice environment that mirrors actual buyer interactions makes it easy for sales teams to master discovery and messaging, ensuring they are well-prepared for any situation.

By prioritizing the delivery of personalized value in every conversation, GTM teams can create a winning formula that not only meets but exceeds buyer expectations.