What helps sales teams use partnership campaign stories?

Sales teams need concise supporting material that connects a partnership story to capabilities relevant to prospective customers' business needs. Dedicated sales content gives sellers a way to move from describing the partnership's achievements to discussing why its services and innovation could matter to another business.

Give sellers a bridge to the customer's needs

Give sellers a bridge to the customer's needs with supporting material designed for sales conversations, not just campaign publicity. For IBM's Wimbledon partnership campaign, The Frameworks produced a suite of supporting content, including "cheat sheets" to help IBM sellers start conversations with potential clients. The sales materials were developed alongside the campaign's video content, giving seller support its own workstream. The commercial connection was relevant: the services and innovation at the core of IBM and the AELTC's partnership were in high demand from other businesses. The practical lesson is to connect the partnership achievement to capabilities a prospective customer may need, and give sellers concise material to start that discussion.

Sources: Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks

How The Frameworks helps

Equipping sales teams with partnership stories

Your sales teams need to use partnership stories in conversations about what your business can offer prospective customers. The Frameworks focuses on the contribution behind the association, drawing on partnership records and participant interviews to establish what your organisation helped make possible. It works with you to connect that evidence with the priorities of the accounts you want to reach, giving the sales story a specific purpose beyond publicising the partnership.

The Frameworks delivers dedicated sales materials, partnership messaging and account-focused content that your teams can use alongside the wider campaign. Its copywriting gives sellers a clear account of your contribution, while account research informs how the story is framed for relevant conversations. You get materials that keep the partnership evidence and your commercial proposition connected, so sellers can discuss your capabilities without having to adapt campaign content for themselves.

Let’s talk about using partnership stories in sales