The Prime Directive of B2B Marketing – Serve Sales

I used to watch Star Trek in the 1980s, but I’m more of a Star Wars fan. Yes, I already bought my ticket to The Force Awakens. But Star Trek had its moments and one of them is the Prime Directive.

In Star Trek, the Prime Directive is “not to interfere with alien civilizations.” In B2B marketing, the Prime Directive is to serve sales.

Sales are Your Only Client
At Panaya, the Marketing Team helps everyone. We help Human Resources create cool content, we help the Product Managers to create killer datasheets and whitepapers. But the Sales and Sales Development Teams are our only clients. They are our Prime Directive.

Keep Talking
Pink Floyd’s Momentary Lapse of Reason has one song that still makes sense – in “Keep Talking”, scientist Stephen Hawking says,

It doesn’t have to be like this,
All we need to do is make sure we keep talking.

Reach out and open a dialogue with Sales.

You May Not Like What You Hear
At Panaya, when we opened the lines of communication, we didn’t like what we heard. “Just keep creating case studies and stay out of the way. Oh, and by the way, you suck,” is what we heard.

Our first instinct was to scream. Our smarter instinct was to sit down and talk.

You see, Sales didn’t know what we were doing! They had no idea that we were helping them to qualify leads with our silly memes, blog posts and webinars.

By treating Sales with respect, we changed the game.

Create What They Need
Sales demands more case studies? They’re right. Schedule your next case study and get on the phone. Write it fast and publish it ASAP. Sales doesn’t like your website? Ask them why and listen. Meet them in the middle and look for ways to serve their interests.

Sales interests are your Prime Directive.

About the Author
Kenny Sahr is a startup marketing executive. His first startup, founded in 1996, was featured in Time Magazine and on 60 Minutes. Kenny moved to Israel from Miami, Florida. In his spare time, he is an avid music collector and traveler.
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