The gap between marketing and sales is toxic and timeless.
Here's the old trope. Marketing folks determine what the message is (too often guided by asinine insights from focus groups), then throw it over the fence to the sales folks. Sales folks grumble that marketing is disconnected from consumers, while marketing grumbles that sales doesn't 'honour' the brand.
Stop the insanity.
In this episode, I chat with Dominick Cappuccilli, founder of The Clean Sell, about bridging the gap and building brands around sales drivers. Essential listening for anyone who wants to build a compelling brand, and still sell like crazy.