Market the marketing: how to build internal credibility

97% of sales and marketing leaders agree: better collaboration has a positive impact on revenue*. 

So how do you improve collaboration?

It starts with how you position marketing inside your company. Build your reputation as a department and show the value marketing brings.

In other words: market the marketing!

With time, you’ll position marketing as a strategic partner to sales and:

• Alignment will become easier

• Communication will improve

• Collaboration will follow naturally

Here’s how you can start building that reputation:

Owning the narrative. You are responsible for how marketing is seen by sales (and the wider company). Find opportunities like meetings, company presentations, Slack updates, to show how your work can support sales.

Celebrating the wins. Big or small, every marketing success should be tied back to sales outcomes. It’s by making that connection that you’ll build credibility.

Speak like a team. Use ‘we,’ not ‘I’ statements when you speak to sales. Marketing and sales shouldn’t be separate functions. The more you position marketing as a partner, the easier collaboration becomes.

*The stat is taken from Mutiny who surveyed 500 marketing and sales leaders. Read their report here.