In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive into the critical relationship between sales and marketing. For small businesses, founder-led sales teams, and even larger organizations, aligning sales processes with marketing efforts is crucial for sustained long-term revenue growth. Sean and Kevin break down practical strategies to ensure your messaging resonates, your sales team is empowered, and your marketing activities directly support sales success. Whether you’re focused on account-based marketing, field events, or digital presence, this episode offers actionable insights on sales management, business acumen, and value selling strategies.
Key Topics Discussed
Marketing and Sales Alignment in Small Businesses (00:33) – Why sales leaders must sometimes wear the marketing hat.
Account-Based Marketing and Customized Messaging (01:20) – How sales professionals can market effectively to their most important accounts.
Field Marketing and Local Presence (04:00) – Using shows, chambers of commerce, and local references to build credibility.
The “And, Not Or” Mindset for Sales Leaders (05:23) – Balancing product, pipeline, and partner relationships to fuel revenue generation.
Digital Presence and Website Strategy (10:00) – Why outsourcing web design and aligning messaging online is key to credibility.
Consistency Between Messaging, Sales, and Marketing Collateral (12:34) – Building trust by keeping everything in sync.
Key Quotes
Sean O’Shaughnessey (01:57): “Marketing is about getting noticed, getting people to pay attention to you. It’s not about making the sale—that’s what salespeople are for.
Kevin Lawson (05:23): “The cavalry’s not coming in small business. It’s up to you to do the critical thinking that drives pipeline, customer relationships, and revenue management.”
Sean O’Shaughnessey (12:52): “If it’s on the website, then it’s real. That alignment between what sales says and what marketing publishes builds trust.”
Additional Resources
Chamber of Commerce networking events
Professional website design services (local agencies, universities, or freelance designers)
Account-based marketing resources for small and mid-sized businesses
A Significant Actionable Item from this Podcast
Audit your messaging for alignment. Take one of your current sales presentations or proposals and compare it directly to your website and marketing collateral. Ask: Do they reinforce each other, or do they create confusion? Any gaps between your sales strategies and marketing assets should be closed immediately. This step builds credibility, strengthens customer trust, and accelerates revenue generation.
Summary
Sales and marketing alignment isn’t a luxury—it’s a necessity for sales success. In this episode, Sean and Kevin show how sales leaders can think like marketers, leverage field events, and develop consistent messaging to fuel business growth. If you’re ready to sharpen your sales processes, elevate your value selling, and connect more effectively with your market, this conversation is packed with insights.
🎧 Don’t miss this one—download the episode now and start applying these strategies to your own revenue generation journey!
