This document discusses how marketing and sales can perform well together through effective messaging. It identifies the top three causes of resistance to change as status quo bias, misaligned incentives, and lack of belief in the message. It recommends using contrast, members of their own tribe to sell the message, aligning incentives to tell the right story, and ensuring the message is compelling enough to not be dismissed at a glance. Messaging is framed as an act of leadership that can create tribes but also resistance.

1. Getting Marketing & Sales to Perform Well Together

2. Erik Peterson
SVP Strategic Consulting
Corporate Visions

4. MESSAGES MATTER

5. Malcolm Gladwell

6. Scientist for Tipping Point
Morton M. Grodzins

8. Scientist for Deliberate Practice
Dr. K. Anders Ericsson

9. Malcolm Gladwell

10. Great Messaging is an Act of Leadership

11. Ask not
what your country
can do for you…
but what you can do
for your country

12. We do this
not because
it is easy, but…
because it’s hard!

15. Why is Messaging an Act of Leadership?
MESSAGING CREATES
TRIBES

17. Messaging Also Creates Resistance

19. TOP 3 CAUSES OF RESISTANCE
 Status Quo Bias
 Mis-Aligned Incentives
 Lack of Belief in the Message

21. Why Should They Care?

22. Use Contrast
VS

23. Join the tribe
Use a Member of Their Tribe to Sell It

24. TOP 3 CAUSES OF RESISTANCE
 Status Quo Bias
 Misaligned Incentives
 Lack of Belief in the Message

25. Never Fight a Commission Plan
Sales reps are
coin-operated

26. Commission Isn’t the Only Incentive

27. INCENTIVES
TELL A
STORY

28. TOP 3 CAUSES OF RESISTANCE
 Status Quo Bias
 Misaligned Incentives
 Lack of Belief in the Message

29. Dismissed at a Glance

30. Beware of Help

31. TOP 3 CAUSES OF RESISTANCE
 Status Quo Bias
 Misaligned Incentives
 Lack of Belief in the Message

33. MESSAGES MATTER