Engage the Sales Force Early and Earn Their Buy-In

Marketing programs designed in an "ivory tower" without the input of the sales team are destined to fail. The sales force possesses critical, real-world knowledge about customers and the competitive landscape. Their early involvement and genuine buy-in are non-negotiable for a successful campaign.

Why Early Engagement is Critical:

• Reality Check: Salespeople can immediately identify whether a marketing plan is practical and will resonate with customers. They provide an essential litmus test for strategies conceived at headquarters.
• Ownership and Motivation: When the sales team is part of the planning process, they feel a sense of ownership over the strategy. This intrinsic motivation is far more powerful than simply handing them a finished plan to execute.
• Effective Execution: A sales force that believes in the strategy will fight for it passionately and effectively. If they don't buy in, the program will likely be dead on arrival.

Before launching a major initiative, present the strategy to the sales force. If they don't like it, you should probably start over. Their commitment is a prerequisite for turning a plan into a victory. This is a practical application of the principle that Marketing is Too Important to Be Left to the Marketing Department.