By The Sales Enablement Guru · June 8, 2025
Introduction
You spend months searching for the perfect salesperson. You invest in their training, their salary, and their commission. You arm them with pitch decks and one-pagers. You see them as the engine of your company’s growth. But when it comes to hiring a video production team, you treat them like a temporary vendor, haggling over day rates and seeing them as a simple line-item expense. My argument is that this mindset is fundamentally broken. A strategic video production team is not a vendor; they are your most scalable, most consistent, and most important salesperson.
The Current State of Things
The standard process for engaging a video production company is to treat it as a procurement task. Marketing gets a budget, they solicit three bids, and they often choose the one in the middle. The production team is brought in late in the process, handed a creative brief, and expected to execute. They are seen as craftsmen, not strategists. They are the “video people,” a tactical resource to be deployed as needed, completely separate from the core sales and business development functions of the company.
The Immediate Risk
The immediate risk of this vendor mindset is creating sales assets that your sales team can’t or won’t use. A SaaS company spent $50,000 on a suite of new product videos. They were created by marketing in a vacuum, without any input from the sales team. The final videos were slick and well-produced, but they focused on features that weren’t relevant to the prospects’ primary pain points. The sales team found them useless in actual sales conversations, and the expensive videos gathered digital dust while the reps went back to using their old PowerPoint decks.
The Problem Is You’re Creating ‘Marketing Videos,’ Not ‘Sales Tools’
There is a critical distinction between a “marketing video” and a video that is a “sales tool.” A marketing video is designed for broad, top-of-funnel awareness. A sales tool is designed to answer a specific question, overcome a specific objection, or move a deal forward at a specific stage of the pipeline. When your production team is treated as a vendor, they are tasked with making a “marketing video.” When they are treated as a strategic partner, their first question is, “What are the top five objections your sales team hears every day?” and “What is the one concept that, if a prospect understood it, would cut the sales cycle in half?” They then build video assets specifically designed to solve those sales problems.
The Problem Deepens When Your Best Salesperson Can’t Be in Every Meeting
Think about your number one salesperson. What makes them so good? It’s their ability to articulate your value proposition with passion, clarity, and credibility. Now, imagine if you could clone them. That is the power of a strategically created video. The SaaS company’s real problem wasn’t just wasted money. The real problem was that their best reps were spending hours on repetitive demos, explaining the same core concepts over and over. A professionally produced video, featuring their best communicator and directed by a team that understands sales psychology, could have delivered that perfect pitch, 24/7, anywhere in the world. It could have been their tireless, scalable salesperson, freeing up the human reps to focus on closing, not just educating.
The Far-Reaching Implications Are a Disconnected Customer Journey
When video production is siloed in marketing and treated as a vendor transaction, it creates a massive disconnect between the marketing message and the sales conversation. The customer experiences a disjointed journey. They watch a high-level brand video created by one team, then get on a sales call where a different story is told. This erodes trust and creates confusion. Integrating your production team with your sales team ensures that the narrative is consistent from the first ad a prospect sees to the final proposal they sign. The videos don’t just support the sales team; they are an integral part of a unified revenue-generation engine.
The Counterintuitive Solution Is to Put Your Production Team on a Sales Commission
While perhaps not literally, the counterintuitive solution is to structure your relationship with your production team as if they were a part of your sales organization. They shouldn’t just be handed a creative brief; they should sit in on sales calls. They should be privy to your CRM data. Their success should be measured not by video views, but by sales cycle velocity, conversion rates, and deal size. A truly strategic production partner will welcome this level of integration. They want to create work that has a tangible business impact, not just work that looks pretty.
But Production Teams Are Creatives, Not Salespeople
The objection is that this confuses the roles; creatives are not salespeople and don’t understand the nuances of the sales process. This is only true of tactical, vendor-level “videographers.” A genuine production *partner* prides themselves on their business acumen. They see creativity not as an end in itself, but as a powerful tool to solve business problems. They are experts in communication and persuasion—the very same skills that define a great salesperson. Your job is to find the team that is as excited about your sales quota as they are about their f-stop.
Final Thoughts
Stop hiring “video guys.” Start hiring strategic partners who can build you an army of perfect, scalable salespeople. Involve them in your sales process, measure them on sales metrics, and treat them as the critical growth engine they are. The right video production team won’t just make you a video; they will help you make your number.
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