How Mediafly Brings Together Sales & Marketing To Effectively Drive Company Growth and Revenue
Mediafly’s mission is to transform sales interactions for buyers and sellers alike, understanding that most people dislike being sold to. Mediafly’s Evolved Selling™ solution remedies the disconnect between sales and marketing by solving the challenges of un-customized, boring and static presentations and out of date, underused and irrelevant marketing content. While Mediafly is hard at work helping customers to foster internal collaboration and accelerate deal closure, the company is also focused on bringing its own sales and marketing teams together to effectively drive company growth and revenue.
We sat down with Mediafly’s Director of Sales James Hemberg, Regional VP of Sales Tom D’Amico, Marketing Director Tricia Stamatakos, and Digital Communications Manager Meghan Rees to learn more about their unique approach.
Sales Assembly: How is Mediafly able to align sales and marketing so well?
Tricia Stamatakos, Marketing Director: Hands down, it’s the cross-department collaboration that is mandated by leadership and is carried out through all levels of the organization. Specifically, Mediafly has developed these cross-functional teams that tackle our company initiatives and ensure every department is represented. We use Mediafly’s software to ensure sales is equipped with the updated marketing collateral so they can access in real-time.
Tom D’Amico, Regional VP of Sales: What makes us successful in maintaining a collaborative relationship between sales and marketing is, at the core, a genuine respect for the other team’s role and responsibilities. Marketing fully understands that sales needs “air cover” from them in the form of great looking, relevant content, as well as effective demand generation approaches like events and social media exposure. Sales respects the fact that priorities need to be set and providing constructive feedback and input on what’s working and what’s not is essential.
Meghan Rees, Digital Communications Manager: As an organization focused on sales enablement technology, we like to “eat our own dog food” when it comes to leveraging our own capabilities in-house. For example, we use the CMS customers purchase to share content internally and create presentations within our application. We have the unique ability to foster strong collaboration between sales and marketing at Mediafly because we measure the impact of content throughout the sales process and assess the content roadmap to meet the needs of buyers and sellers.
James Hemberg, Director of Sales: Our product is designed to bring sales and marketing together by providing data and real time feedback on which content is driving revenue. This allows marketing to proactively provide sales with the content that will help them close more deals and allows sales to provide feedback on the content just by using, or not using, content. By using our own product, it helps eliminate the typical friction between sales and marketing with sales constantly asking where content is located or getting upset with marketing content that is out of date.
Sales Assembly: How does this alignment between sales and marketing directly impact Mediafly’s overall success?
Tom: It allows us to leverage the strengths of each function. Sales provides the input on what they need based on what’s happening in the field competitively with real clients, and marketing prioritizes and delivers based on that data.
Tricia: Cross-department collaboration and alignment enables a better working experience, higher efficiency between both teams, and ultimately a happier workplace and people. Better collaboration is a win-win for the organization and our people!
Meghan: A company cannot succeed without strong alignment between sales and marketing. Having a feedback loop between the two quickly results in a set of valuable content that sales values and uses. When marketing can help guide the sales conversations by replicating success in the field, and sellers still maintain control over their process, it’s a win-win all around. Sales people are no longer spending time on administrative tasks like creating content, looking for content, or assembling presentations. Sales can spend more time in front of customers and rely on marketing to produce effective content for every step in the buyer’s journey.
Sales Assembly: What are the top 3 best practices that make your company so great at creating this alignment?
Tom: 1 - Fostering a respectful relationship between these two critical functions. 2 - Be open minded about the solution(s). There’s usually more than one way to get there. 3 - Provide continuous feedback.
Meghan: 1 - Alignment starts at the executive level and trickles down. It’s an important element to the company’s leadership team and permeates throughout the business. 2 - Feedback loop: What content is used, and not used, during the sales process? When and how is it being used? Did it deliver value? Did it result in a closed deal? Analyzing the content’s adoption, usage and performance gives marketing a clear direction of what to prioritize to replicate success. 3 - Goals are aligned. When marketing’s goals are dependent on sales’ success and vice versa, it automatically puts us on the same playing field instead of playing on our own.
Tricia: 1- Leadership is on board and leading the charge. This initiative is enforced and demonstrated by the leadership team all the way through to the interns. 2 - We celebrate all wins, even if it seems little. It takes a lot of effort to change people’s behavior and align on one goal. By celebrating all wins, we recognize our team’s effort and re-energize them to continue to collaborate with sales and marketing. 3 - We’re constantly revisiting how we collaborate between both teams, collecting lessons learned, and improving our policies to improve. We’re happy with our progress, but never fully satisfied. This is what makes us successful!
About Mediafly Mediafly is a mobile sales enablement solution that enhances how brands engage prospective buyers. By using Mediafly’s platform, marketing and sales teams at companies including PepsiCo, Disney, GE Healthcare, MillerCoors and Charles Schwab are able to deliver custom, dynamic sales presentations quickly and efficiently, engaging customers with insights that are relevant to them. Mediafly’s Evolved Selling™ solution enables sellers to be more flexible, insightful and interactive, resulting in increased sales and stronger customer relationships. Mediafly has been named to the Inc. 5000 list of fastest growing companies for four years consecutively, in addition to being named Inc.’s Best Places to Work of 2017. Most recently, Mediafly was named a top 10 Best Places to Work by Crain’s Chicago, No. 1 in the small business category. Visit Mediafly.com or follow @Mediafly for more information.