Best Practices in Customer Story Campaigns

When producing customer story campaigns, navigating and negotiating internal dynamics between sales and marketing teams can be challenging. Sales typically ‘owns’ the customer relationship – and needs to be the one to interface with that customer in order for them to continue to build and grow business with your company. But when it comes to customer story campaigns, marketing teams are also required to lead as they own the brand, the company’s storytelling strategy, the production budget, and know the positioning for your organization.  Therefore, both teams must work together. There are steps that businesses can take to ensure the collaboration is successful.

1. Define roles and responsibilities before starting the campaign

It's important to define the roles and responsibilities of the sales and marketing teams. This could include specifying who will be responsible for identifying customers to feature in the campaign, who will be responsible for conducting interviews, and who will be responsible for producing the final content.

2. Establish clear communication channels

‍It is crucial to establish clear and effective communication channels between the sales and marketing teams to ensure everyone is aligned and information is shared promptly. This could include regular meetings, shared calendars, and project management tools. This collaboration can help both teams work together towards shared goals, such as driving revenue and increasing customer acquisition and retention.

3. Build relationships

Building relationships between the sales and marketing teams can help facilitate a more collaborative approach to the campaign. This could include social events, team-building activities, and cross-functional training sessions.

4. Align goals

Both the sales and marketing teams have different goals, but it is important to align these goals so that the campaign is a success for both teams. This could involve setting specific targets for the campaign, such as the number of featured customers or leads generated.‍

5. Measure results

Measuring the results of the campaign is important to determine its success and identify areas for improvement. This could include tracking leads generated, website traffic, and social media engagement. If you are having trouble knowing which results to measure and how to measure them, see Measuring Results for Customer Story Campaigns.

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By following these steps, businesses can navigate and negotiate the internal dynamics between sales and marketing when producing customer story campaigns. By working together, both teams can contribute to a successful campaign that showcases the value of the business's products or services.

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If you have questions about customer story campaigns or would like a free consultation, contact us here.