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