Ever built a killer marketing campaign, only to watch it fizzle out because sales didn’t use the content? (Yeah, we’ve been there.) Mark Kilens & Nick Bennett, co-founders of TACK, joined us for a Genius Call and broke down their best advice on integrated campaigns. So we’re sharing some of their advice here to help get marketing and sales on the same page.
—Rachel Elsts Downey, Founder & CEO, Share Your Genius
🎙 Making Your Content Actually Work for Sales
Even when marketing creates great content, sales often doesn’t use it. Why? From a marketing perspective, it starts with understanding the problem. (We’re good at that, right?!) Here’s why sales and marketing get on different pages:
❌ Content isn’t packaged for easy use.
❌ Created assets don’t align with sales needs.
❌ There’s no clear distribution plan.
The fix doesn’t need to be dramatic. You don’t have to start from scratch on your revenue campaigns. It can be as simple as this:
✅ Involve sales early. The earlier, the better.
✅ Create “grab and go” content—think short and shareable.
✅ Centralize and organize content for easy access.
When content aligns with sales workflows, it gets used—and converts.
Pro Tip from Mark: Map your sales and marketing activities (together) to the appropriate audience and stage of the buyer journey. Clarity here unlocks action.
(If you more help and advice here, you’ll want to follow—and probs hang out with—our friends Mark and Nick. Check out their show, GTM News Desk, here.)
🎯 Where Does Podcasting Fit in Your Revenue Strategy?
So by now if you’re reading this newsletter, you know it’s never just a podcast(™). It should serve a clear purpose in your go-to-market strategy.
So when we’re talking integrated campaigns and aligned with sales? The key is aligning it with the right business goal.
Here are 3 questions to ask before launching or optimizing your show to make sure you’re doing just that:
Who is it for? (Executives? End-users? Decision-makers?)
Where does it fit? (Top-of-funnel brand awareness? Mid-funnel sales enablement?)
What’s the goal? (Building trust? Generating demand? Supporting customer retention?)
Here’s a real-life example Mark shared on our call:
When Mark Kilens was at Drift, they launched three different podcasts—each targeting a different stage in the funnel 🔽
🎧 Thought leadership → For brand awareness & staying top of mind.
🎧 Targeted decision-maker content → For accelerating deals.
🎧 Tactical insights for end-users → For customer education & retention.
A strategic podcast isn’t just a content play—it’s a revenue driver when done right.
✨ Genius Musings
A collection of helpful resources, events, and other content highlighting what we’re paying attention to currently.
👀 Season 5 of our favorite podcast: Don’t Say Content just dropped! You won’t want to miss Devin and Margaret talking content marketing in this ep.
🟢 Spotify is doubling down on adding creator-first features to their platform. Catch up on all the changes they rolled out in 2024 and what we’re looking forward to this year here.
📚 BOOK LAUNCH! Nick Bennett (TACK) just launched his first book, B2B Influencer Marketing. Get it here (with a coupon code!).
📹 LinkedIn video feed something you’re trying to conquer in 2025? Check out Devin Reed’s LinkedIn Video Feed Checklist.
📧 Straight from my email, I couldn’t suggest another newsletter more—introducing my current favorite: Kyle Lacy’s Revenue Diaries. You should subscribe.
🔦 Content Spotlight: Distributed ( from Tuple)
We just launched a new show—Distributed. from Tuple—and it’s exceptional.
Not just because it sounds great (though it does), but because of the intention behind it.
Host Jack Hannah is all in—thoughtful, evolving, and fully committed to serving his audience. This show is a masterclass in collaboration, creativity, and putting listeners first.
