Translate the campaign into a relevant conversation
For IBM's Wimbledon campaign, The Frameworks produced supporting content, including seller "cheat sheets" designed to help IBM sellers start conversations with potential clients. The sales material accompanied the campaign's video content, giving sellers a resource for prospect conversations rather than relying on the public-facing campaign alone. The relevance extended beyond the tournament: the services and innovation underpinning IBM's partnership with the AELTC were in high demand from other businesses. For marketing teams, the practical lesson is to connect a partnership's story to capabilities a prospect might need. Give sellers concise support for making that connection, so the association provides a starting point for discussing business needs rather than remaining the subject of the conversation.
Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks