Using Your Sales Team to Amplify Your Marketing Efforts

Your marketing efforts may be strong, but are you using your sales team to take them to the next level? Many industrial marketers overlook sales as a powerful extension of marketing. In this episode, we show you exactly how to build relationships with your sales team to amplify your marketing efforts. In this episode, Wendy talks with, Luke Wittenbraker, Sales and Marketing Director at Mactech, about how building strong relationships with your sales team can significantly amplify your marketing efforts.Luke’s career spans both disciplines, giving him a unique perspective on bridging the gap. One of his biggest insights? Marketers need to understand what truly motivates salespeople. While marketing teams often focus on content and campaigns, sales teams are driven by outcomes like revenue and incentives. When marketers frame opportunities in terms of potential earnings or pipeline impact, they immediately capture attention.Luke emphasizes the importance of getting in the trenches with sales he advises marketers to attend trade shows, join conversations, and understand their day-to-day challenges. Just like marketers seek to understand customer pain points, they must also invest time in understanding their internal sales audience.One standout example from Mactech is a simple LinkedIn engagement initiative. By encouraging sales reps to like, comment, and post content, Luke saw not only increased participation, but lasting behavior change. One team member even took ownership of posting regularly, extending the company’s reach organically.ResourcesConnect with Luke on LinkedInConnect with Wendy on LinkedInPurchase the Industrial Marketing Digital PassRegister for the 2026 State of Marketing to Engineers WebinarRelated Episode: Sales vs. Marketing