Modern Selling
Marketing in action!
Why this white paper?
The sales function is undergoing a major transformation. Sales content, storytelling, team engagement, and sales training: marketing has become a key driver of B2B sales performance. Yet, according to a study by BtoB Leaders, 85% of B2B decision-makers acknowledge that aligning sales and marketing remains the greatest opportunity for improving performance.
Discover how Modern Selling places marketing at the heart of sales success: creating content to drive sales, structuring the sales pitch, motivating teams, and accelerating the development of sales force skills.
What you'll learn
- Why Sales Pitching Has Become a Major Marketing Topic
- How to Effectively Align Sales and Marketing Teams
- How to Create Content Designed to Sell (Not Just to Inform)
- Why 90% of marketing content isn't used by sales reps
- Ways to motivate a sales team and reduce turnover
- Testimonials from JCDecaux, Adéquat, and Suntory Beverage & Food France
- How Sales Enablement Effectively Structures Sales Support
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Key figures
What you'll learn in this white paper
What experts in the field have to say
A single solution that sets the overall tone for the brand while allowing each team member to tailor their approach and create the most relevant customer journey. The format of appointments has changed significantly: half-hour sessions have become the new standard.
The app allows us to train staff much more quickly and improve our sales pitch. The key is for the marketing team to roll out offers tailored to the current moment—what we call "time-to-market" marketing—and to ensure these offers are rolled out seamlessly, without causing disruption on the ground.
We needed to put ourselves in the shoes of sales reps , understand what sales reps , their day-to-day lives—both their successes and the challenges they face—in order to build an app that performs well in any situation and truly understand what we needed from this tool.
Frequently Asked Questions About Sales and Marketing Alignment
Why has sales messaging become a marketing topic?
According to Gartner, B2B buyers now spend only 17% of their time meeting with sales reps, and 57% of their buying journey takes place before any meeting occurs. In this context, the quality of the sales pitch during meetings is critical. Marketing plays a key coaching role: creating tailored content, training teams, and structuring the narrative to maximize the impact of each meeting.
Why don't sales reps use 90% of marketing content sales reps
There are many reasons for this: content that is too rigid, unfamiliar to sales reps, unsuitable for sales, not customizable, or not available when needed. The key lies in designing content tailored for real-world use—high-quality content intended for a specific purpose, easy to use during meetings, and fully mastered by the sales rep.
What are some practical strategies for motivating a sales team?
The white paper outlines five complementary strategies: content management for sales, sales reps challenges, SMART individual goals, training and coaching, and sales technology. A sales enablement platform allows you to centralize and coordinate all of these strategies for maximum impact on sales performance.
How does sales enablement reduce sales turnover?
According to G2 Learn, companies whose sales reps like they’re learning risk losing more than 60% of their sales force within four years. By streamlining onboarding, providing ongoing training, and offering round-the-clock access to content, sales enablement boosts team confidence and satisfaction. One Salesapps client, for example, reduced its sales turnover by 30% in just one year.
Ready to make marketing the driving force behind your sales performance?
Download the white paper for free and learn how to align your sales and marketing teams, create content that drives sales, and effectively manage your sales force.
