In the world of alternative investments, where complexity is the norm and advisor relationships are everything, your marketing and sales efforts can’t operate in silos. If they do, you’re leaving both strategy and opportunity on the table.
Most firms know their strategies inside and out. But even the most experienced teams can miss the mark when their messaging doesn’t reflect what’s actually happening in the field. That’s where collaboration between marketing and sales becomes not just helpful—but essential.
Let’s talk about why bringing sales into the marketing conversation from day one can lead to more effective campaigns, stronger advisor engagement, and better results across the board.
Sales Has the Frontline Perspective: Let’s Put it to Good Use
When you think about building a marketing piece, the natural place to start is your internal marketing team. Maybe that includes a copywriter, a designer, a marketing coordinator—all critical voices, all bringing their perspective to the table.
But one of the most valuable voices you can include is someone from sales.
Sales team members are out in the field, talking to advisors every day. They hear the objections, the hesitations, the misunderstandings—and the moments when your story resonates. That insight is gold. Without it, marketing risks becoming too insular, based only on internal assumptions or product knowledge that may not match what advisors are actually asking.
By looping in sales from the start on campaign brainstorming, content development, and messaging reviews, you open the door to smarter, more informed marketing that reflects the real conversations happening in the field.
Better Collaboration Leads to Sharper Messaging
When we work with clients at Marketing Intent, one of our favorite things to do is host collaborative sessions with both the marketing and sales teams. These sessions always uncover valuable nuggets—ways to reframe a story, address a sticking point, or simplify something hard to explain.
We’ve found that even a short call with the sales team can unlock clarity that would’ve taken hours to develop in isolation. Often, it’s a simple phrasing, an objection they’re hearing repeatedly, or a real-world analogy that resonates. These are the details that move messaging from good to great—and they don’t come from guesswork.
It also works the other way around. Once marketing fine-tunes a message, that refined language can be handed back to the sales team in ways they can use immediately: FAQ responses, one-liners for advisor calls, or bite-sized talking points that reinforce the firm’s positioning.
It becomes a two-way street—each side making the other stronger.
Measure, Refine, Repeat
Once your campaigns are live, the collaboration shouldn’t stop. This is where a feedback loop becomes invaluable.
With tools like Salesforce or HubSpot, you can see what’s resonating, who’s opening emails, clicking through content, and engaging with your materials. Combine that data with real feedback from the sales team: What are advisors saying? Are the materials helping move conversations forward? Are there questions that keep popping up?
From there, it’s not about scrapping what you’ve done, but refining it. Maybe it’s updating a headline. Maybe it’s shifting the order of information in a flyer or adding clarity to an email. The goal is continuous improvement and keeping both sales and marketing in sync throughout the process.
When feedback becomes part of the rhythm, marketing stays relevant. And sales stays supported.
The Collaboration is the Strategy
The real takeaway here isn’t just that marketing and sales should talk, it’s that their collaboration is the strategy. It’s how you build materials that actually land with advisors. It’s how you maintain a unified voice in a crowded market. And it’s how you make your internal resources work smarter—not harder.
Marketing Intent can help you bring that collaboration to life. We partner with alternative investment firms to align their marketing and sales teams around shared goals. We help create communication workflows that make feedback easy and productive. And we bring structure to the kind of ongoing collaboration that elevates everything you send into the market.
Because when marketing and sales are in sync, the results speak for themselves. Your messaging is tighter. Advisors are more engaged. And your team is better equipped to tell your story clearly, confidently, and consistently.
If your marketing and sales teams feel more like neighbors than true partners, we’d love to help change that. Let’s bring your messaging to life with the people who know your audience best.
About Marketing Intent
Marketing Intent is a sales-focused marketing firm specializing in alternative investments, committed to creating marketing that drives sales. With our deep expertise, we help financial advisors take notice of your firm, ask questions, and engage with your story. Let us help you create marketing that supports raising capital and amplifies your message. Reach out to Marketing Intent today to learn more.
