The Forbes Agency Council is back with more insights into the world of marketing. This month, they discussed ways to break down barriers between sales and marketing teams. Clear communication between the teams is essential to gaining new business and retaining existing clients.
Goran Paun, Principal & Creative Director of ArtVerison, gave his insight into the topic. It is clear that there are shared goals between marketing and sales, as they are working together for the same end goal. One easy way to connect the two is by seeing the business development department as a client of the marketing department. This allows the teams to work together and understand the needs of each other.
Paun recommends using user personas, or creating fictional characters that represent the target audience. These personas can be developed thoroughly by each team and connect any missing dots between the sales and marketing team members.
“Just as with external communication strategies, internal user journeys and pathways must be tailored to user personas. The business development department can be viewed as an internal client of the marketing department and can be handled as such. Through fun, user-centered exercises, messages and meaning can be developed to work both ways and hit both teams’ objectives.”
– Goran Paun, Principal & Creative Director at ArtVersion
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About Forbes Agency Council
Forbes, one of the most iconic media companies in the world, and the team behind Young Entrepreneur Council (YEC), a world-class entrepreneurship organization, have partnered to create a new kind of professional community — Forbes Councils. Forbes Councils is a collective of invitation-only communities created in partnership with Forbes and the expert community YEC. In Forbes Councils, exceptional business owners and leaders come together with the people and resources that can help them thrive. Read more about Forbes Councils here.
About ArtVersion
ArtVersion is an award-winning design consultancy from Chicago with clients around the world. Serving brands since 1999, the ArtVersion team consists of visual designers, branding strategists and developers. Most known for pioneering user experience design as a discipline, ArtVersion has been a trusted partner for a number of Fortune 500 companies, non-profit organizations and notable startups.