7 Min Marketing With Pam Didner

A listener, Ally, working in a small software company with 2 marketing people doing everything from marketing to sales support. She is working on a brand guide to standardize not only the look-and-feel of outbound communications but also create the consistent layout for different formats of content output. Her sales team thinks the brand guide is a colossal waste of time. They feel that she should spend the money and budget on creating sales collateral. She asked how to demonstrate the value of a brand guide to her sales team. Well, Ally, let me share with you a known ‘secret’: if the sales team had their wishes, they would love to see all the marketing budget focused on the bottom of the funnel and demand gen. But before we get to there, marketing needs to somehow find a way to make sure that people are actually aware of our products. Even for referrals and word-of-mouth, it starts with someone becoming aware of your products, using them, then referring or sharing with others. A good chunk of marketing’s job