Finally, we come to Content Management. I've put this last (but not least) as a reminder that it is usually either an afterthought, or completely overlooked as a key part of the Enablement Framework.
A 2018 survey showed that a majority of reps interviewed thought they could be 20% more productive with quick access to up to date sales content.
Even taking that number with a large grain of salt, there is a HUGE amount of time being spent (wasted) by reps, SDRs, BDRs, Success teams and Support searching and searching and searching for the latest and greatest:
- Decks and slides
- Battlecards
- Stories and proof points
- Use Cases
- Messaging
- Vertical-specific content
- Best Practice content
- Training and tutorials
- Product knowledge
As I said above in the Toolset and Infrastructure page, and because the content flows across functions, I usually recommend an Enterprise CM approach. Having separate content stores for Sales, Marketing, Learning, Product and Support can work up to a point, but sooner or later an integrated system will be needed.
In any case, the Content Strategy needs to holistic and systematic from the beginning.
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