Make the connection to the prospect's business explicit
Give sellers a clear connection between the partnership story and the capabilities a prospective customer might need. For IBM and Wimbledon's 2020 campaign, The Frameworks produced supporting content, including "cheat sheets" designed to help IBM sellers start conversations with potential clients. The Frameworks described the services and innovation underpinning IBM's partnership with the AELTC as being in high demand from other businesses, making the partnership relevant beyond the tournament. The practical approach is to pair the public-facing campaign with concise seller material: identify the capabilities behind the partnership, explain their relevance to the prospect's business and give sellers a starting point for a conversation.
Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks