In most manufacturing companies, marketing and sales are treated like separate worlds.
Marketing handles the website. Sales handles the relationships.
But if your goal is to win more of the right business, that divide is hurting you.
Because here’s the truth:
Your sales team knows exactly what your marketing should be saying.
They hear the objections. They answer the tough questions. They see which deals stall and why.
That insight? It’s gold.
And if you can capture it—even just a little bit—you’ll create marketing that actually works. Not fluff. Not slogans. Just content that helps real buyers make real decisions.
Let’s talk about how to unlock that knowledge—and turn it into fuel for your website, emails, and sales tools.
The Best Content Doesn’t Come From a Marketing Meeting
It comes from the shop floor.
From the quoting team.
From a frustrated email from a customer.
From a rep’s fifth conversation explaining tolerance stack-up.
When your sales team answers a buyer’s question like:
- “Why does lead time vary so much?”
- “What do I need to send you to get an accurate quote?”
- “Can you form this without cracking?”
That’s content.
If your marketing team captures that knowledge and turns it into something searchable, clear, and useful—you’ve just created a tool that helps the next buyer before they even have to ask.
That’s the power of alignment.
No, You Don’t Need Your Reps to Write Blog Posts
Let’s be clear: we’re not asking your sales team to start writing.
They don’t need to blog. They don’t need to post on LinkedIn. They don’t need to record videos (unless they want to).
But what they can do is talk.
If they spend just 10 minutes a week with marketing—or whoever handles your website—they can provide:
- A list of questions they heard this week
- A summary of a conversation where they had to explain your process
- An insight into why a customer chose you (or didn’t)
Those small conversations are how great marketing starts.
Turn Sales Knowledge Into Real Assets
Here’s what marketing can do with the raw material sales provides:
-
Buyer Question → Blog Article
“What affects lead time?” → “5 Things That Slow Down Your Order—and How to Avoid Them”
-
Objection → One-Pager PDF
“Your price is higher than the other guy’s” → “Why Price Per Part Isn’t the Whole Story”
-
Customer Story → Case Study
“We helped a customer switch materials and reduce scrap by 20%” → A 1-page story that can be shared in every quote follow-up
-
Repeated Explanation → FAQ Page
“What specs do you need to quote this?” → “What We Need (and Why It Matters)”
This is how your website and sales tools become more than just digital brochures.
They become extensions of your sales process.
The Benefits Go Both Ways
When sales shares what they know:
- Marketing stops guessing and starts building real tools
- The content created is actually relevant—and actually used
- Buyers feel like you “get it” before they even talk to anyone
And when marketing does its job right:
- Sales has better conversations
- Quotes move faster
- Buyers trust earlier
This is how modern manufacturers build momentum—without hiring a huge team or “doing marketing” the way B2C brands do it.
Just by connecting the dots.
If Your Sales Team Isn’t Helping With Marketing, You’re Flying Blind
If you’re a marketing leader, set up monthly interviews with your sales team.
If you’re a sales leader, nominate someone to be your “content whisperer.”
If you’re the owner of the business, just ask your team:
“What do buyers keep asking you that we could answer before they call?”
You don’t need a full-time content team. You just need to start turning your sales conversations into public-facing trust-builders.
Want to build a system that captures sales knowledge and turns it into marketing fuel?
Schedule a discovery session with The Right Horse.
We help manufacturers create content that starts with the people closest to the buyer—and ends with better leads, faster closes, and smarter conversations.
