Customer Experience
Your marketing can be doing everything right and your sales team can still lose the deal.
Not because the product is wrong. Not because the price is wrong. Because the customer's experience from first impression to close is not one consistent thing. It is two departments doing separate work and hoping it connects. Most of the time it does not, and the customer feels it before you do.
Why this is different
Most customer experience work focuses on the website: where people drop off, what pages convert, how the checkout flows. That matters. But the customer's experience does not end when they submit a form or pick up the phone.
What happens on that first call? Does the sales team have the materials they need to answer the questions marketing already knows customers ask? Does marketing know what objections the sales team hears every week? If those two functions are not talking, the customer experiences that gap whether they can name it or not.
Customer experience optimization at this level means closing that gap.
What This Includes
Sales And Marketing Alignment
- Defining the handoff: where marketing ends and sales begins so both sides know their role
- Getting into sales meetings to hear what customers are actually asking and objecting to
- Building campaigns and content around real customer conversations, not assumptions
- Aligning messaging so what marketing promises matches what sales delivers
Sales Enablement
- Industry-specific materials: flyers, one-pagers, and collateral built for the way your team sells
- Tools designed for commission salespeople who need to move fast and answer objections in the moment
- Materials that support the conversation at every stage of the sale
Post-Purchase Experience
- Email flows: onboarding sequences, win-back campaigns, repeat purchase and loyalty programs
- Retention strategy: keeping the customers you already have, not just acquiring new ones
- What the customer hears from you after they buy matters as much as what brought them in
Change Management
When systems change -- new ERP, new CRM, new process -- the technology is rarely the hard part. Getting the team to use it is. Marketing is often the function best positioned to bridge that gap: building the documentation, running the training, and being the person the sales team calls when something does not work the way it should.
How I Work
I start with the sales team, not the marketing function. That means being in the meetings where customer conversations happen, understanding what objections come up repeatedly, and learning how the team actually sells before building anything.
Most marketing problems in small and mid-size businesses are alignment problems. Marketing is building for an audience that sales already knows. The fix is not a new campaign. It is getting both sides working from the same information.
From there I map the full customer experience from first impression through post-purchase. Where does the handoff happen? Where does the message change? Where does the customer experience feel like two different businesses?
Proof
When Atlanta Rubber and Hydraulics migrated to DDI Inform, I traveled to the Charlotte branch to provide hands-on training during the rollout. I became the on-site point of contact post-launch and built the reference documentation the sales team adopted as their go-to resource.
The sales flyers built for the industry verticals the company was targeting were not built from a brief. They were built from being in the sales meetings and knowing what customers were actually asking for.
That is the difference between marketing that supports a sales team and marketing that runs parallel to one.
Tools Email: Mailchimp, MooSend, Constant Contact CRM: Salesforce (familiar), Microsoft Dynamics ERP: DDI Inform, Epicor, Microsoft Dynamics Analytics: Google Analytics 4, Google Search Console
Is this the right fit?
Does any of this sound familiar?
- Sales and marketing are running separate playbooks and nobody mapped where one ends and the other begins
- Your reps are selling on relationships because the collateral isn't quite right
- Marketing is running campaigns but it's not connected to what the sales team hears in the field
- Customers buy once and go quiet
- A system change is coming and getting the team to adopt it feels harder than the technology
Let's Connect
I’m open to new marketing opportunities and always up for a good conversation over coffee.
If you’re looking for a marketing professional who can hit the ground running, let’s talk.