Employee Advocacy, Social Selling, and The Missing Alignment Between Sales and Marketing

What is the relationship between social selling and employee advocacy? Neal goes deep into describing the evolution of social business and how it is bringing sales and marketing together with the emergence of these new trends, together with practical advice on how to align your sales and marketing departments for social selling success.

Key Highlights

[01:01] Different Types of Convergence of Trends

[04:19] The Evolution of Social Media

[05:41] What We See Now

[06:01] Where Employee Advocacy Began

[07:02] How Should We Use Employee Advocacy

[08:13] Sales Methodologies

[09:11] What Happens in Sales Trading

[12:26] One of the Things I Learned About Sales and Marketing

[14:53] Everything Needs to Be Crafted

Notable Quotes

• I always talk about community managers being like the ultimate quarterbacks in your organization, having to strategize where to throw the ball, do I hand it off?
• And, and now what we see as more and more professionals are using social media, and we're all probably using it a little bit more professionally than we did a year or two ago. And with more internal departments using it, there's obviously a lot more collaboration that happens naturally. And I do believe part of that natural collaboration is a collaboration between sales and marketing.
• If we're going to do employee advocacy, we can't force people to use social media, we want to be able to work together with those internally that are number one fans of our company, ideally, but number two, that already on social media that would naturally see the benefits the value in sharing our messages to the world because it enhances their personal branding, it makes them look like an expert, or what have you.
• The recommendation for social selling is that you want to be sharing content, ideally, you know, part of the content is coming from your own company. 
• Marketing now has to deliver content. And it's, you know, the alignment is just not about social selling is about employee advocacy in general. You want to create content that others in your organization want to share, because it helps them look better, whatever it might be, whatever reason they're in for doing it.
• Everything needs to be crafted, as if it was an art because your employees branding are all on the line and  I'm hoping that those in marketing are opening up to that and taking a lot more serious look at the messages they make for employee advocacy, over those general marketing messages that your general outward facing marketing messages that you have.

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