3 Reasons Why Sales & Marketing Need a Single Source of Content

By Christie Nelson

A Step-by-Step Guide for Optimizing Sales Training Efforts

For marketing and sales, the content storage and measurement struggle is real, however the pain is different for each.  While marketing is challenged with the ability to capture and measure their impact on the content they create, sales struggles with finding and effectively using that content.  What would it mean to your business to have both sales and marketing operating on a more efficient level?  The answer is simple, increased revenue to your bottom line.  If marketing had the insights to learn what content was used to engage buyers, and close deals, they could adjust their resources and strategy accordingly.  When the sales team is enabled with the right content at the right time, they can more effectively communicate with their buyers. Both reasons allow a defined strategy around content creation.   So how to get there?  Here are 3 problem-solution scenarios that will help you improve your content efficiencies:

1) Marketing wants to know what content resonates with their sales teams and what is being used to help close deals.

Solution: By managing your content in a single source of truth, marketers have visibility into what is and what is not being used in the field.  This allows marketing to focus their time and efforts on what sales is using to influence their buyers. The benefits are vast, not only do they align your marketing and sales more tightly, but it allows targeted content strategy and spending. When they have real insights into how the content they created is being used, the content itself will more closely align to what the buyers need.

2) Ensuring message consistency and version control.

Marketing teams have a large responsibility to maintain a brand image.  When sales is using outdated or inaccurate content it can be very damaging to the brand.

Solution: Having a single source of truth gives companies a ‘one-stop-shop’ for sales. This ensures sales teams are using the most up to date, accurate materials from presentations, to product sell sheets and videos to proposals.

3) Sales reps spend way too much time searching for content.

When sellers do not have a trusted source that is easy to use, they will resort to bad habits of re-using outdated and inaccurate content.  If you have a seller who will invest time in searching for current and or new content but the experience is painful, they will most likely fall back to using what they know: outdated content.

Solution: Removing or eliminating administrative burden on sellers will result in more time spent with your customers.  What’s more, having a technology that can predict and prescribe content to specific sales roles and sales situations means your sellers always have the insights and resources they need to succeed.

Collectively, your marketing and sales enablement teams should be prioritizing 3 key things: ensuring message consistency, achieving insight driven content creation, and improving sales efficiencies. Does your company’s initiatives and priorities align with any of these?  If not, find a way to attach your company goals to these 3 priorities so that you can fine tune your content strategy, make the seller experience better, and ultimately influence the bottom line.

For more insight to how to fine-tune your content strategy, listen in to this On-Demand webinar with Matt Heinz of Heinz Marketing and Eric Spatzer of Citrix as they discuss how marketing teams can align and equip sellers with proven, winning sales enablement resources.

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