Using Video to Bridge the Gap Between Sales and Marketing
Over time, it has been one of the biggest team conflicts in the corporate world.
Sales and marketing – two distinct teams, yet both working toward the same goal: sales growth.
Marketing focuses on brand awareness, lead generation, connecting with prospects, and forging relationships. Sales focuses on converting those prospects into customers and maintaining those relationships over time.
Despite their complementary roles, these two departments often find themselves misaligned.
-
Marketing creates video content to attract and nurture leads, but sales teams often feel it doesn’t directly support their process.
-
Sales gathers firsthand customer insights, yet marketing isn’t always looped in to refine messaging accordingly.
-
Marketing generates leads, but sales struggles to convert them as prospects still have unanswered questions.
From my perspective as a video marketer and producer, I believe video, when used strategically, can bridge this gap, aligning both teams to create a foundation for long-term business growth.
In 2025 and beyond, the closer these two teams work together, the easier it will be to attract and retain customers.
Video As A Sales Enablement Tool
Sales teams often find themselves answering the same questions, handling the same objections, and educating prospects before even discussing a sale.
This slows down the sales process and can lead to frustration when prospects aren’t ready to buy.
Video can pre-sell prospects by addressing these concerns before they even reach the sales team.
Types of video content that directly support sales:
Product explainer videos – Demonstrating how your product works and answering key objections.
Customer testimonial videos – Providing social proof to validate your offering.
FAQ videos – Addressing the most common concerns prospects have before they reach sales.
When sales teams have access to these types of videos, they can use them to educate prospects before conversations begin, making it easier to close deals faster.
How Marketing Can Create Video Content That Supports Sales
One of the biggest reasons for misalignment between marketing and sales is that marketing teams often produce content without direct input from sales teams. The result? High-level brand awareness videos that don’t always help close deals.
To fix this, marketing teams should collaborate with sales to create video content that supports the entire buyer journey, not just the top of the funnel.
How marketing can better support sales with video:
Work with sales teams to identify common objections and FAQs and create videos that address them.
Develop case study videos showcasing real customer success stories.
Create educational content that helps prospects understand the full value of your product or service before they even engage with sales.
The goal of marketing isn’t just lead generation – it’s to deliver sales-ready prospects who already trust the brand and see its value.
Strengthening Post-Sale Engagement With Video
The relationship between marketing and sales doesn’t end once a deal is closed. Video can help reinforce trust, improve retention, and generate referrals.
Post-sale video ideas:
Onboarding videos – Helping customers get the most out of your product or service.
Customer success stories – Strengthening brand credibility through real-world results.
Upsell or cross-sell videos – Introducing existing customers to additional services or features.
A strong post-sale video strategy not only enhances customer satisfaction but also creates brand advocates who refer new business and drive repeat sales.
Final Thoughts
Video isn’t just a marketing tool – it’s a bridge between marketing and sales that can bring both teams into alignment.
By integrating video at every stage of the buyer journey, businesses can close the gap between marketing and sales – creating a smoother, more effective customer experience that ultimately drives better results.
If your marketing and sales teams feel out of sync, strategically produced video might be the missing piece.
Want Some Help In 2025?
At Fixon Media Group, our team specialise in capturing the emotions that resonate with your customers and transforming them into powerful, captivating brand films designed to connect with your audience.
If you’re looking to create impactful brand films and short-form video content in 2025, feel free to get in touch with our Melbourne based video production team.