Typically when it comes to supporting the sales organization the primary focus of AR is helping quota carrying sales representatives mitigate negative analyst commentary and leverage positive analyst research. This is extremely valuable, both to AR and the vendor, but there is another group inside sales that can benefit from AR’s support: sales management.
AR should consider investing in supporting sales managers because building relationships with this key constituency will increase the understanding about how the AR-Sales Partnership program leads to greater cooperation. Remember the AR-Sales Partnership is not just about AR providing value to Sales, but also Sales providing value (e.g., sales impact data, political support and resources) to the AR team.
An additional benefit of incorporating sales management support is that any use of analysts with sales executives also improves the relationship between AR and the analyst. The analysts appreciate the opportunity to help clients, and working with sales executives is perceived as a high value interaction. In addition, using analysts with sales should be considered another top-of-mind touch.
Bottom Line: While working with sales executives requires an investment in AR’s most precious resource, time, it can provide significant payback in terms of building relationships with a key constituency. However, AR should be practical and only commit to activities it can realistically deliver.
Question: Have you tried working with your company’s sales executives?
SageCircle’s SageContent™, SageTools™, training, and advisory give AR teams and Sales management the knowledge, best practices, and tools needed to ensure a successful AR-Sales Partnership program. Contact us at 503-636-1500 or “info [at] sagecircle dot com” to learn how we can help you drive top line growth by leveraging the influence of the analysts.