Wendy Covey
Your marketing efforts may be strong, but are you using your sales team to take them to the next level? Many industrial marketers overlook sales as a powerful extension of marketing. In this episode, we show you exactly how to build relationships with your sales team to amplify your marketing efforts.
In this episode, Wendy talks with Luke Wittenbraker, Sales and Marketing Director at Mactech, about how building strong relationships with your sales team can significantly amplify your marketing efforts.
Luke’s career spans both disciplines, giving him a unique perspective on bridging the gap. One of his biggest insights? Marketers need to understand what truly motivates salespeople. While marketing teams often focus on content and campaigns, sales teams are driven by outcomes like revenue and incentives. When marketers frame opportunities in terms of potential earnings or pipeline impact, they immediately capture attention.
Luke emphasizes the importance of getting in the trenches with sales. He advises marketers to attend trade shows, join conversations, and understand their day-to-day challenges. Just like marketers seek to understand customer pain points, they must also invest time in understanding their internal sales audience.
One standout example from Mactech is a simple LinkedIn engagement initiative. By encouraging sales reps to like, comment, and post content, Luke saw not only increased participation, but lasting behavior change.
Resources
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.