What happens when your marketing team is creating content no one uses, and your sales team feels like they aren’t getting the materials they actually need? For many agribusinesses, this disconnect isn’t just frustrating; it’s expensive. Studies show that as much as 60-70% of B2B marketing content goes unused. That’s time, money, and effort left sitting on the shelf.
In agriculture, where margins are tight and customer relationships matter, your sales and marketing team can’t afford to operate in silos. This leads to wasted resources, frustration, and missed opportunities for cohesive brand messaging.
If your teams are feeling misaligned, there’s good news: alignment is within reach. Here’s how to get both sides working toward the same goal and stop wasting your resources in the process.
Collaborate from the Start
Alignment starts long before the campaign launches or the sales deck is built; it begins with collaboration.
Start by establishing a regular communication schedule. Marketing can share what’s coming down the pipeline–like the latest campaigns and brand messaging–and sales can offer feedback from the field. What are customers actually asking? These insights help marketing create materials that actually resonate.
Avoid surprises by making sure the sales team is aware of any upcoming efforts that may impact how they engage with customers, whether it’s updated visuals or a refreshed product guide.
When both sides are informed and involved from the start, your entire strategy becomes more effective.
Create an Accessible Sales Hub
Even the best marketing materials aren’t helpful if your sales team can’t find or use them. That’s why a central, mobile-friendly library of resources is essential. From product one-pagers to case studies and brand assets, the sales team should be able to quickly access what they need.
But just providing access to materials isn’t enough. To get full value from your content, the team needs to know how to use it. That means building in training and onboarding for new materials. This could look like a quick walkthrough video to show how a new brochure supports a particular sales goal.
Then, set up regular check-ins. Use these touchpoints to review what’s working, what’s missing, and what can be improved. This helps your sales team feel heard and supported.
Foster a Collaborative Partnership
The relationship between sales and marketing is a true partnership, not just a handoff. Marketing’s role isn’t just to produce content; it’s to empower the sales team with tools that help close deals more easily.
Encourage your sales team to see marketing as a resource they can lean on. When sales teams feel supported, they’re more likely to use the tools provided and share feedback that improves future efforts.
On the flip side, marketing should treat sales as a source of audience insight. They have a clearer understanding of what customers want, what resonates, and what falls flat. By listening to those insights, marketing can create more targeted and effective materials.
Bringing It All Together
Whether you’re rolling out a new product or refining your messaging, making sure your sales and marketing teams are aligned will help you get more value from your efforts and avoid wasting time and resources on materials that miss the mark.
At McCracken, we believe this kind of collaboration is foundational for successful marketing. It’s how we approach any project we take on. We work to understand your goals, your customers, and the dynamics of your team.
If you’re looking to strengthen this partnership within your own organization, start with small steps: a shared meeting, a centralized content hub, or even just a quick conversation.
