From Silos to Synergy: Aligning Community Efforts with Sales Strategies

CX Nexus Podcast

This podcast episode of CX Nexus features hosts Nicole Saunders and Chris Detzel discussing the intersection of community management and sales strategies, particularly focusing on how community professionals can integrate their work with sales plays. Here's a detailed description of the episode:

1. Introduction to the topic:
   • The hosts introduce the challenge many community leaders face in connecting their work to the rest of the organization, especially sales.
   • They emphasize the importance of finding ways to integrate community efforts with sales motions without being overly "salesy" in community spaces.
2. Focus on expansion opportunities:
   • Chris suggests that community plays a significant role in customer expansion rather than net new sales.
   • He discusses how community programs, such as webinars, can be connected to sales pipelines and influence revenue.
3. Defining sales plays:
   • The hosts explain the concept of sales plays, distinguishing them from marketing campaigns.
   • They describe sales plays as repeatable actions that can be tracked and followed up on systematically.
4. Learning about sales processes:
   • Chris shares his experience of learning about sales plays and campaigns within his organization.
   • He emphasizes the importance of building relationships with sales teams and understanding their language and goals.
5. Strategies for integration:
   • The hosts discuss the value of co-planning events with other teams to ensure community initiatives align with broader sales and marketing strategies.
   • They stress the importance of approaching other teams with a "how can I help?" mindset rather than asking for inclusion.
6. Building internal relationships:
   • Nicole highlights the importance of relationship-building skills for community professionals, not just with community members but also with internal teams.
   • They discuss strategies for gaining buy-in from executives and demonstrating the value of community to the business.
7. Data and metrics:
   • The hosts talk about the importance of tracking data to demonstrate community impact on sales.
   • They caution against over-relying on metrics and stress the need for balancing data with practical field experience.
8. Challenges and encouragement:
   • Chris acknowledges that integrating community with sales can be challenging but encourages community leaders to push themselves in new directions.
   • They emphasize the need for creativity in showing how community efforts contribute to business outcomes.
9. Closing thoughts:
   • The hosts summarize the key takeaways and encourage listeners to continue exploring ways to connect community efforts with broader business strategies.

Throughout the episode, Nicole and Chris draw from their personal experiences, offering practical advice and insights for community professionals looking to demonstrate their value to the sales organization and the broader business.