Hello from Florida,
Last Monday I attended Sales 3.0, a conference for marketers and sales managers. I had some interesting conversations about shared values as the basis for marketing.
What does our customer value, really? We can only know this from in-depth conversations. Salespeople are having these conversations every day. As marketers, we can harvest their learnings, to get closer to what the customer values and fears.
Two tools for organizing the learnings from the sales team are empathy maps
. The former collects what we think we know about the customer. The latter is a starting point for in-depth research with our customers. Email me
if you’d like the templates we use, you can use these with your own team.
Warmest wishes, Lisa