In just a few years, the role of marketers at GTM organisations has undergone a major transformation. Marketing’s responsibilities used to end at raising awareness and generating leads. Now, the stakes are higher. If deals don’t cross the finish line, it’s on you as much as it’s on the sales team. But your marketing strategies don’t break in campaigns, they break inside deals where sellers make decisions and win or lose revenue.
Instead of stopping at lead generation, you need to extend your influence to late-stage deals and prove that your marketing efforts help grow revenue.
Future-ready marketers focus on collaborating with sales teams to create messaging that influences deals and helps sellers get the most value out of every marketing asset. When marketing strategy isn’t in the sales conversation, the deal is at serious risk.
Deliver the right message when it counts
Marketing and sales teams created a limited amount of lightly personalised content. Sellers generally knew what assets were available, and they selected the most relevant options from libraries that grew at a steady pace.
This used to be enough to keep deals moving. GTM organisations were on a level playing field, and buyers were satisfied with relatively low levels of personalisation. But AI has raised the bar. Today’s buyers expect deal-specific content that addresses their specific pain points. If sellers send generic content, you lose to teams that tailor every interaction.
More importantly, these mistakes compound. Buyers get wary when a seller sends the wrong content, or doesn’t answer an objection, or takes too long to follow up. Deals that seemed promising start to stall.
Marketing teams should stay involved as deals progress and help sellers adapt content in line with evolving buyer requirements. If a buyer raises an objection mid-deal that calls for specific messaging, it’s on marketers to ensure sellers have what they need to create the content quickly while staying compliant and on-brand.
Here’s how Highspot helps marketers support sellers in the moments that can make or break a deal:
- By providing content creators, field teams, and partners with marketing-approved templates, you can ensure consistency across customer touchpoints. Sellers can easily tailor buyer experiences without worrying about outdated or non-compliant messaging.
- Governance scorecards and reports help your marketing team preserve content quality and brand integrity. You can identify outdated content at a glance and make sure every update is in line with company policy. Without effective governance, you risk the penalties associated with sending out non-compliant content.
- With visibility into how marketing content influences business outcomes, you can refine your strategy, improve core assets, and reinforce what makes an impact on late-stage deals.
Help sellers know what to do next
Marketing efforts can only influence late-stage deals if sellers deliver the right messaging in sales conversations. But if sellers don’t know what resources are available or where to find them, they fall back on familiar, outdated content that introduces inconsistencies or compliance risks.
Buyers’ requirements and objections are constantly shifting, and your marketing team needs to keep pace. A narrative that resonates today might seem redundant a few months from now. With Highspot, you can track how your GTM initiative is influencing sellers’ adoption, execution, and revenue impact, and refine your strategy before it loses momentum.
AI-powered guidance changes this by connecting what’s happening in a live deal to what the seller should do next. That means your sellers no longer have to go hunting for the right asset. They instead get guidance in the moment based on the deal context, the buyer’s behaviour, and what’s worked in similar situations.
Because guidance shows up in the flow of work, sellers can respond faster, handle objections with ease, and keep deals moving without breaking their rhythm. Your strategy stays where it matters most: inside the conversation.
Work with sellers at every stage of the deal
While AI insights are important, you also need feedback from the sellers who are in the room during late-stage conversations. Human insights are critical to extending your influence and helping you to identify what works, what doesn’t, and where the gaps lie.
If sales and marketing don’t communicate, your team has no way of knowing when sellers are missing content or messaging to overcome an objection. Gaps show up across deals, sellers create their own workarounds, and marketing stays disconnected from what drives wins.
A GTM performance system supports collaboration by connecting marketing efforts to execution and wins. Marketers develop strategies and enable sellers to deliver them effectively; sellers execute the strategy and then share feedback based on their experiences and what they’re hearing from buyers; and marketers use those insights to inform their next round of content and update existing assets. Wins pile up, and you have the metrics to prove marketing’s impact.
Prove marketing’s value
If your marketing team is stuck at content creation, it’s time for a new approach. By extending your influence to late-stage negotiations, you can ensure marketing efforts translate directly into business outcomes. With marketing leaders under increasing pressure to prove revenue impact, it’s an opportunity you can’t afford to miss.
Highspot gives you the platform you need to win deals and demonstrate value.
If your strategy isn’t showing up in your deals, it’s not a strategy problem. Read more to learn how to fix what’s broken: Marketing That Wins Deals: How Future-Ready GTM Teams Drive Pipeline and Revenue Impact.
