By Mary McGuire
You know summer is coming to a close when you find yourself finalizing last minute beach weekend plans and your social media feed starts to fill up with pictures of fair food and tailgating. While we’re always sad to see summer end, the start of fall kicks off an exciting time. Yes, there’s football…but it also means a new school year – a time that is always filled with anticipation of what’s to come and, of course, lots of learning!
Back to school is also a great time to start planning for your sellers’ first day back to school – better known as Sales Kick Off. Yes, Sales Kick Offs are typically at the start of the calendar year. And yes, we aren’t even into the 4th quarter yet – but the earlier you start to review the data points that will drive your curriculum, the more successful your event will be.
Here are three ways your Sales Content Management System can help you prepare for a successful sales kick-off – even if it’s a few months away.
1. Review Content Usage
The first sounds obvious, but I can’t stress enough how insightful it is to take a good look at how your content is being used. We all know that sales enablement is a game of getting sales to use the content that marketing wants them to share. While there are many factors involved with what content ultimately gets used, diving into those numbers is a great place to start.
I would recommend exploring a few specific areas. First, understand where content is being used. For example, if your sellers are primarily mobile users, ensure that your content is mobile friendly. Or if your sellers are primarily consuming content that is being recommended within a CRM system, make sure that you have the necessary content broken out by industry, product, competitor, and other key factors.
Second, look into how content is being used. Which content is being shared in early stages vs late stages? Do your sellers have the content they need at each stage? It is also important to look at which products, or product bundles, are being sold together most often. This information can help drive product direction, packaging, and priorities for the following year.
2. Conduct a Content Audit
Next, take a look at the quality of your content. Something as simple as making sure your content is up to date is critical for a seller. A system that has built in checkpoints to confirm the relevancy and necessary updates of content ensures that your content is always being reviewed, remains current, and is compliant.
A content audit should also include a review of what content is no longer needed, as well as any potential content gaps. More is not always better; regardless of how predictive or prescriptive your system is, maintaining fewer assets has multiple benefits. Your content owners will thank you for streamlining the content that needs to be maintained, and your sellers will thank you for not clogging the system with irrelevant content.
On the flip side, a content audit is a great time to determine potential content gaps. Is there content that is being used in ways that you wouldn’t expect? That could be a clear signal that your sellers are filling in content gaps on their own.
3. Measure Seller Adoption
Finally, don’t wait until right before your sales kick-off to review how your sellers are adopting your sales enablement technology. When 200 Global Practitioners were surveyed, 40% of deals could be credited to having a sales enablement program. A good place to start is looking at the two extremes – those that have heavy usage and those that have lower than expected usage.
For those that have high usage, what are some success points that can be shared with the rest of your team? What metrics is their usage driving? More closed deals? Higher deal sizes? To help boost usage of technology you have invested in, it’s important to have these key highlights to share with the larger sales organization. It can also be beneficial to look at how the habits of your top performers can drive changes with how your system is set up, as well as overall content creation.
On the other hand, it’s also important to look at the low usage sellers. Is there a valid reason for them to be going elsewhere for content, coaching, and the latest messaging? Is there a trend based on role or region?
By focusing on these three key metrics well before your sales kick-off, you can ensure that the time spent together during those precious few days can be focused on building excitement for the year ahead, and not gathering feedback from the previous year.
Learn more about how to maintain the impact of your sales kick-off well after it’s over, and good luck with the start of your new school year!
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