Effective content management is one of the key elements of successful sales enablement. Multiple challenges related to content such as effective content delivery, content usage visibility, and content effectiveness visibility need to be resolved for sales enablement to be truly successful. In this blog, we explore the most common sales enablement challenges related to content.
Content Delivery Challenges
First, let’s look at the different audiences that the content has to appeal to cater to; independent reps, channel partners and direct salespeople. Marketing has to integrate its content across the varied environments these audiences work in. The content requirements vary for each of them, as illustrated:
Multiple Content Types-
- Marketing Emails
- Catalogs
- Brochures
- Webinar/Podcasts
- Social Media Posts
- Sales Presentations
- Sales Follow up emails
- Call Scripts
- Press Releases
- Whitepaper & Case Studies
- Videos
- Blogs
The next challenge is having to churn out content in various formats to keep the audience engaged. What works for one type of audience or platform may not work for another. Examples of multiple content formats include blogs, marketing emails, catalogs, brochures, webinars and podcasts, social media posts, sales presentations, sales follow up emails, call scripts, press releases, whitepapers, case studies, videos and more!
Content repurposing and restructuring are huge challenges. The content is created for a particular medium or audience, shared with them directly or through sales channels, stored somewhere and then forgotten about. So, the next time someone needs a blog post on a topic that already had a whitepaper released on, no one knows where it is or worse, no one even knows it even exists. End result: Marketing ends up recreating the content for the blog. This kind of content duplication is not productive or efficient–especially when marketing is already having a tough time keeping up with sales team’s demands for fresh content and collateral.
Lining up content delivery to match the sales cycle
Another key challenge is having to line up content delivery with the sales processes and with the buyer’s position in the sales cycle. Ensuring the right message reaches the prospect at the right time.
The key stages include prospecting, nurturing and closing. The content differs greatly at each of these stages. Even if you have the right content to fit into each of these stages, ensuring that sales is using it at the right time is a challenge. If the content reaches the prospect too early or too late, it loses relevance and is practically worthless.
So, how can you mitigate these challenges effectively to make your sales enablement efforts a success? Peter Ostrow discusses this and more in our upcoming webinar, Four Must-Haves for Winning in Sales Enablement, on Tuesday, April 16, 2019, 01:00 PM ET /10:00 AM PT. Register right away!
Register today to get first-hand insights into compelling benchmark data, customer case studies and must-have metrics for sales enablement success. Learn how high-performing organizations differentiate themselves from everyone else when it comes to the four essential sales enablement responsibilities
- Training
- Content
- Buyer engagement
- Analytics
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