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Sales content is unique because it has both an audience (prospective buyers) and users (sales reps/accounts teams). This makes it challenging to create and deliver powerful collateral to the right persona at the right time. Your sales content has to pass multiple tests to prove its worth. It must prove itself a valuable tool to sales teams and it must engage and convert buyers.
This great article from Brian Fravel for Marketing Profs suggests that the struggle to deliver high-performing sales content, while very real, may be one of delivery rather than quality. And it is. Getting content into the hands of sales reps when they need it is crucial. But that’s just one of three larger obstacles to be overcome. Development, utility and access must all be in rhythm if sales enablement content, such as product sheets, sales battlecards, demos and market reports are to be worth their while.
How often do you update your product sheets, case studies and sales battlecards? How do you collect feedback from sales reps? When do you conduct win-loss analysis?
The quality of the inputs determines the success of the outputs when it comes to sales enablement. Your process requires feedback channels for reps, CSRs, prospects and customers (past and present). You have skilled experts with tonnes of experience in the field, so take advantage of their insight. Sales reps and accounts teams will have more confidence in material that reflects their very real field experience.
Creating strong sales content is just one part of your job, you also need to make sure it’s useable. And no one’s using it if it’s buried in a wiki or an epic email chain. If they can’t find it, they can’t use it. As Fravel points out, sales reps spend “31% of their time searching for content”. That’s unacceptable. So, build your amazing, insightful, of-the-moment sales content and deliver it to them where they want it—where they use it. Sales reps live in the moment, capitalizing on timing and opportunity, so lean into it. Give them mobile, on-demand access to the latest demos, presentations and competitor intelligence that they can use anywhere. Everywhere.
Success metrics matter. Sales content performance should be tracked and reported the same way your customer-facing content is. Who is using it? Are they closing more deals? If not, the material needs work and if it is winning, then they’re the ones to ask for more input and guidance.
The big block with sales content is that it doesn’t get used. You spend valuable resources to develop demos, presentations and sales battlecards that get lost in endless emails. Sales teams demand the most current materials now, now, now! They’ve not the time to search nor the patience to dig through multiple versions and long presentations. It’s crucial that they have instant access to the most recent, most competitive content all the time. No problem, except you have a million other deliverables and no workflow to help manage the process.
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