Why Marketing Should Create a Digital Twin of Your Sales Team by Greg Mischio, Owner and Chief Strategist at Winbound
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Organizations in the air filtration industry have typically relied on their sales teams to deliver new prospects. Due to the complexity of your products and your customers, you’ve had no choice. However, COVID-19 has accelerated a trend toward digitalization that’s upsetting even the long-held sales and marketing model. It’s requiring companies to create what we call a “Digital Twin” of their sales team. Before we dive deeper into what this looks like, let’s take a closer look at the eternal challenges that have fostered the sales-driven organization.
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Leaning on sales by necessity The air filtration industry isn’t all that different from any other sector. Every company faces the following sets of challenges, and the common reason why you lean on salespeople is complexity. Challenge #1: Many customers, many different languages to understand It would be gravy if you could run an ad or create a website page and just speak to one persona. But manufacturers and distributors deal with a number of different personas in the buying process, including purchasing, engineering and your overall end user.
Challenge #2: Your prospects have multiple objectives These can be broken down into two overall categories: explicit (product details, specs, price, delivery time) and implicit (your company reputation, social proof, sales, support). Depending on the specific customer, you need to emphasize certain objectives over others. Challenge #3: Your products and services are complex Explaining the merits of the right tensioning procedure on a V-belt is a bit more complex than running a Facebook ad for a pair of flip flops. It’s why companies have traditionally hired engineers and technicians and then trained them in sales and marketing.
NAFA Air Media
