Unify Sales and Marketing with Science and Story
Synthego Corporation’s enablement team replaced inconsistent sales and marketing tactics with a strategic, science-backed approach that unified messaging and storytelling, resulting in a 12% win rate increase, 15% faster deal closures, and a 60% reduction in new rep ramp time within six months, as shared by their Senior Director in a webinar with Corporate Visions.
Most sellers and marketers have their own “bag of tricks”—borrowed, inherited, or recycled tales and techniques that are passed from one teammate to another. Whether these techniques help attract and win new business is debatable—even though they sometimes become their organization’s so-called “best practices.” What’s more, your sellers and marketers may be telling your buyers completely different stories, with no common language or agreed upon narrative. This means that buyers are confused—and end up doing nothing.
The enablement team at Synthego Corporation, a genome engineering biotechnology company, wanted to strengthen their ability to communicate value, engage buyers, and tell stories. They traded a hodgepodge of so-called “best practices” for a thoughtful, strategic, science-backed approach that aligns sales and marketing. Their results speak for themselves. Barely six months into deployment of their new skills and messages, Synthego has achieved:
- 12% increase in their win rate
- 15% decrease in their time to close (after eliminating an entire step in their sales process)
- 60% decrease in new rep ramp time to 5th deal (a metric they use to ensure repeatable success)
In a conversation with Tim Riesterer, Chief Strategy Officer at Corporate Visions, Harrison Waid, Senior Director of Commercial Enablement at Synthego, shares how his team made this happen. Tune in to this webinar to hear learnings and lessons from Synthego on how you also can:
- Align sales, marketing, and enablement through a thoughtful, science-backed approach.
- Transform technical, tactical details into compelling stories that inspire buy-in.
- Support sales managers with research-based coaching tools and techniques.
You’re On Your Way
Now that you’re armed with these evidence-backed enablement tips, it’s time to put them into action and watch your sellers thrive.