People of Media: Kelsey Thomas | The Sales Equipper | Coastal Virginia Magazine

There are days when my job feels especially rewarding, and today was one of them. I had the pleasure of interviewing Kelsey Thomas, the Corporate Marketing Director at Vista Graphics, the parent company of Coastal Virginia Magazine and Lynchburg Living. Kelsey's role is a prime example of how a well-structured organization can thrive. Her unique position blends marketing and project management, empowering the sales team to amplify their efforts. In our conversation, Kelsey shared invaluable strategic insights on how her role helps drive success in revenue programs, particularly in monetizing "Top Lists."

We delved into her approach to marketing, sales strategy, and leadership. Our conversation was rich with practical insights, focusing on how storytelling and collaboration drive success in revenue programs.

The Gold Nugget

The biggest takeaway for me is the POWER of having a responsible, accountable entity who is ferocious about creating absolute clarity in all promotional messaging, and who sees their mission as “softening the ground” for the sales team. This is the marriage between marketing and project management that makes a sales team feel utterly supported and empowered. The key words here are clarity, alignment, and empowerment. Kelsey does this for the sales team by:

• Promotional Clarity. Getting the story right for every product that goes out. The branding and promotional messaging is tight and well thought out for every product.

• Team Clarity. Making sure the team has the same concise understanding of the value proposition — i.e., the story being told to the public, so there’s no lag or discrepancy — even to the point of providing templates and talking points for the sales team.

• Ground Softening: A well-crafted marketing story, shared before any sales activity, significantly narrows the gap between the sales team and their prospects. When prospects are intentionally engaged through multiple touchpoints across various channels, it creates familiarity and trust. This paves the way for a warmer reception when the sales team reaches out, boosting their confidence and increasing their chances of success.

Here are the other key takeaways:

Storytelling as a Sales Multiplier

- Kelsey emphasized the power of storytelling in marketing, using it to connect with both audiences and advertisers.

- Her role combines marketing and project management, supporting the sales team to amplify their efforts.

- The key to successful monetization, especially for "Best Of" contests, is positioning the customer as the hero in the story.

Collaboration and Feedback Drive Success

- We discussed the importance of creating a safe environment for feedback and open communication within sales teams.

- Kelsey highlighted the need for marketing and sales to work hand-in-hand, sharing stories of how this collaboration has led to stronger lead generation and better results for the company.

Conclusion

Our conversation highlighted the value of storytelling, feedback, and strategic vision in business success. Kelsey’s approach to leadership and collaboration offers a blueprint for anyone looking to align their sales and marketing efforts for greater impact.