There are many factors that can damage our company's image. A common case is when the sales team makes incorrect use of content generated by marketing, working with information that has not been validated or that may be misaligned with the brand image.

The reality is that marketing is often completely unaware of how salespeople are using their material. Furthermore, there is something that can aggravate this situation. Without good control of the materials generated or a specific strategy for their use in sales, it happens that different users may alter or change the content. Or even create new content that is not aligned with the brand image.

A common case in many companies has been the manipulation of PowerPoint documents based on a template, which are then shown directly to the client, without having been validated by the company.

How to regain control?

A difficulty that companies face is that they work with a lot of information spread across different channels, which is difficult to distribute and rarely stays updated across all channels quickly.

To tackle the problem at its root, you must first resolve the lack of unification of communication channels, in order to ensure that the sales team receives all the necessary information.

So, if this type of lack of control and misuse of information is common in your company, what you need is to find a fast and effective system for distributing information to the salesperson. To do this, the best option is to acquire an omnichannel Sales Enablement platform, which unifies the entire process: the management, administration and distribution of content; and which can be previously validated by the marketing team.

The constant flow of information allows content to be adapted in relation to customer segmentation without the sales team becoming misaligned in the process or undermining the content created by marketing.

The result is the use of information with a minimal margin of error and in which individual manipulation of content is eliminated (as happens with PowerPoint or similar).

In addition, an omnichannel platform has other important advantages for the company:

• The optimisation of content, always validated by marketing, allows for an improved customer experience.
• Moving from a segmented discourse to a unified discourse is very positive for the brand image and increases the chances of converting potential customers.
• Saving the costs involved in traditional Marketing and Backoffice management costs (sending information requested by customers, preparing customised content, etc.)
• Obtaining important information about how materials are used and their effectiveness with the customer, with objective data that different departments can make use of (including management for decision-making).

In general, good communication between marketing and sales is essential in order to offer the customer an improved experience, without errors that damage the brand image, which ultimately results in an increase in sales.