Align the Pitch. Amplify the Brand.

Sales and marketing are most effective when they operate as one connected system, not two separate silos.

For years, sales and marketing have operated in parallel lanes, occasionally intersecting, often misaligned. Marketing builds the brand, crafts the messaging, and develops the tools. Sales goes out into the field and makes it real. But when those two functions aren’t tightly connected, inefficiency creeps in fast.

One of the biggest disconnects? Communication with sales reps.

Reps are on the front lines. They’re the ones standing in a crowded hallway outside an exam room. They’re the ones who get 30 seconds with someone in a doctor’s office who may not even be the doctor. They know what objections are surfacing. They know what messaging resonates. They know what falls flat.

And yet, how many times have we heard marketing teams frustrated because reps are creating their own sales materials? Homemade leave-behinds. Modified decks. DIY one-pagers. Marketing calls it “off strategy.”“Off-brand.”“Incorrect messaging.” But is it crazy?

Not really. It’s a signal.

It often means reps aren’t getting the tools they need. Or they aren’t getting them fast enough. Or the tools look great but don’t work in a 30-second hallway interaction. So reps adapt. They have to. They’re measured on performance, not polish.

This is where the gap lives.

Marketing is responsible for the long-term: brand equity, scalability, consistency, compliance, and future growth. Sales is responsible for the immediate: this conversation, this account, this moment. Both are right. But without connection, both get frustrated.

As a creative, I’ll admit I didn’t always understand this. At the ad agencies I was at, connecting with the sales team was rarely “a thing.” If the piece looked beautiful, aligned to the brand guidelines, and passed review, we considered it a win.

We’d sit behind the mirror in HCP focus groups and sometimes chuckle when a physician would call out something that didn’t quite land. “That wouldn’t get me to pick up that visual aid.” “I’d never say that to a patient.” It felt like feedback on aesthetics or preference.

But it wasn’t. It was feedback on utility. There’s a difference between something being visually compelling and something being usable in the field.

Sales reps don’t need “pretty.”They need effective. They need adaptable. They need simple. They need fast. And marketing needs sales to protect the integrity of the brand and ensure long-term strategic consistency. The magic happens when those two perspectives are intentionally connected.

That’s where I come in as a creative.

I bridge that gap. I believe creativity isn’t just about design, it’s about translation. Translating brand strategy into tools that actually work in real-world conversations. Translating what reps are hearing into messaging that marketing can scale. Translating long-term vision into short-term impact.

It means:

• Bringing sales reps into early concept conversations.

• Asking what objections they hear every day.

• Prototyping tools and pressure-testing them in the field.

• Designing for the 30-second interaction, not just the conference room presentation.

• Creating flexible frameworks instead of rigid assets.

When marketing and sales collaborate, reps stop building rogue materials. Marketing stops feeling undermined. The brand stays intact. Performance improves. It’s not sales versus marketing. It’s sales informing marketing. It’s marketing empowering sales. It’s creativity acting as the connector. Because when strategy, messaging, and field reality align, efficiency follows and so does growth.

Reach out to start achieving your business and sales goals: lisalarson.cd@gmail.com / 646-382-7689.