Why Good Content Management is the Key to Sales Enablement

Damjan Haylor
3 May 2021

Whether you’re looking to develop a sales enablement tool for face-to-face or virtual sales meetings or an interactive touchscreen experience for events, exhibitions or tradeshows, good content management is one of the key pillars to delivering effective sales enablement for your sales teams.

A recent study by Aberdeen.com found sales reps spend, on average, five working days every month searching for the relevant content they need to make a sale. That’s a lot of wasted time that could otherwise be spent on more productive things.

A sales enablement tool developed for Coloplast which was Shortlisted for the B2B Martech Awards 2021

So, let’s take a closer look at why good content management is key to sales enablement and check lout our recent blog to find out what sales enablement is exactly.

TIP: What is sales enablement exactly? Check out our recent blog to find out.

Why is content management relevant to sales?

Content marketing essentially means providing the right information at the right time to customers via helpful content, so they can make a more informed buying decision. Sales enablement is strongly connected to content marketing.

After all, your sales team need access to relevant and timely content to help close those all-important deals, whether that is through a touchscreen at an event or by using a sales enablement tool or interactive presentation in a sales pitch or meeting.

So, with that in mind, your content marketing strategy really needs to include the following types of content:

  • Awareness stage content that’s customer-centric: We’re talking blog posts, customer-focused videos, premium downloadable content (ebooks, checklists or guides), case studies and white papers
  • Consideration stage content that’s customer-informative: This can include presentations, video testimonials, brochures, emails or ‘what to expect’ downloadable guides
  • Internal sales content: This is for your sales team only, and can include sales scripts, product sheets, a sales playbook, training material and analysis of your competitors

When you look at the reach content marketing has, it can seem a little overwhelming at first. However, a good content management tool/sales enablement platform, such as Showpad, can help you and your team manage your content effectively.

Here’s how:

1. Streamline your content

If your content isn’t stored somewhere central, or there are many different versions of presentations and content floating around that different members of your sales team are using, things can become far more complicated than necessary.

Maybe you use more than one tool to store different types of content, complicating matters further and meaning that your sales reps have to trawl through various platforms in order to find the piece of content they’re looking for. This can negatively impact on productivity and, as a result, sales.

Using a content management platform – or something like a touchscreen experience for events or showrooms or an interactive presentation for meetings – can help to unify your content and ensures you have one consistent brand message your whole team can use. Custom navigation and interactive menus help your team quickly and easily find the information they need.

Barcardi’s interactive presentation helps their sales teams discuss new products and promotional themes with bartenders and owners

2. Nurture your leads

Say you’re doing content marketing the right way, and a visitor to your website just downloaded a helpful guide that you’ve made available on your website, and become a lead. They haven’t indicated they want to buy from you yet, but it’s important to stay at the forefront of their minds.

A robust content management platform lets you nurture your leads with all the right information, at the right time, in order for them to make a buying decision. The more personalised the content, the better. Over time, as more leads come through your sales funnel, the shorter your sales cycle should become.

3. Improve accessibility for your team

Did you know that 60 – 70% of sales content doesn’t get used? Sometimes it’s a case of just not having access to one centralised content platform, and other times it’s because sales reps like to stick to what works for them. An interactive sales tool can ensure all of your content is easy to access for your team.

Encourage them to get accustomed to the content management tool, and even let the customer lead the conversation so that your team can bring up the right information as it occurs naturally in the conversation. This also helps ensure the customer stays engaged for longer.

4. Support other aspects of sales enablement

Content makes up a strong foundation of the holistic process known as sales enablement.  Creating valuable, customer-centric content helps with the other pieces of the puzzle, such as aligning your marketing and sales goals, sales training, the buyer journey/sales funnel, and platform management – amongst other things.

The bottom line? If you can get the content right, and manage it well, it will help to improve the overall performance of your sales enablement efforts.

5. Track, analyse and adapt

It’s no secret that any strategy or process works best when you’re able to track and analyse your data. Just like any learning process, you make decisions based on what worked – and what didn’t – previously. A content management or interactive platform will help you track your content metrics, and adjust accordingly.

You can view metrics like the number of views and shares, the average time spent on the page, and the number of downloads your content has prompted – as well as how your content has helped you acquire new customers. These metrics can help you adapt your sales enablement strategy for the future.

One last thing…

Good content management can go a long way to aiding your sales enablement processes, and empowering your team to make those sales. And in a world where there’s no longer such a thing as a USP, and people go into the boardroom with high expectations, they’re going to need all the help they can get.

Want to know more about what’s possible with an interactive sales tool? Get in touch with us via the handy contact form below. We read and reply to every message we receive, and we’d love to hear from you.

Damjan Haylor
Managing Director
 
If you’ve got an idea and want to chat it through then just get in touch. Or give us a call 🤙 on 0117 329 1712.
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