MasterControl’s mission is as simple as it is critical – bringing life-changing products to more people sooner. The company employs more than 600 people across the US, EMEA, and APAC, with sales representatives and marketers comprising nearly a quarter of its workforce. And with a wide range of software solutions to sell, the company had no shortage of content.

Unfortunately, finding, managing, tracking, and sharing content became a business challenge for sales and marketing teams alike, making internal collaboration and customer engagement more difficult, according to Marketing Strategy Manager Tyson Olcott.

“In the past, we had many different content management and content sharing systems that were disjointed and had various owners,” Olcott said. “When sales and marketing can’t collaborate or effectively communicate, the result is misinformation and use of outdated collateral.”

MasterControl required a solution similar to its own software: a platform that would consolidate all necessary resources in one place. Showpad, the most complete and flexible sales enablement platform that marketing and sales rely on to move the deal and drive revenue growth faster, was the ideal solution.

Showpad Content acts as a central location for sales and marketing collateral, providing users with an intuitive library of brand-approved content, as well as multiple ways to locate and leverage different assets. Olcott joined MasterControl shortly after the company invested in Showpad and was tasked with adding thousands of pieces of content to the platform. Thanks to Showpad’s ease of use, he was able to quickly create a single source of truth for his company’s content needs.

“We launched Showpad in January 2019 to our entire sales organization, and since that time it’s been met with great success,” Olcott said. “People have embraced the platform and find great value in the insights it provides.”

MasterControl achieved a 90% adoption rate among its sales organization, logging approximately 33,000 unique sessions within the platform over 10 months, equivalent to 17 days of nonstop Showpad usage.

Adoption of Showpad came at an ideal time for MasterControl, as a recent company rebranding necessitated updates to all content, including assets for sales reps in different global markets focusing on specific industries and audience segments.

“Showpad was just what we needed to ensure everyone was always using the freshest content,” Olcott said. “It’s the ‘go-to’ resource for anything new within our brand.”

MasterControl offers its customers seven distinct software solutions, one for each stage of the product development process. Each solution requires its own specialized collateral, which previously made content discovery and utilization a roadblock for the company. However, with the help of Showpad’s powerful content management features, that’s no longer the case.

For example, using Showpad’s Pages feature, Olcott is able to gather all relevant content, whether it’s related to a specific topic, persona, or product, and present it in a visually appealing, on-brand format that’s both easily accessible and shareable. Olcott uses Pages to assemble the highest-performing content for each of MasterControl’s solutions, then sends them to sales reps to share with prospects and customers.

“We gained great share rates,” he said. “Pages is very helpful for our teams, being able to say, ‘Here are 10 pieces of content that are performing well in this space.’”

Sales reps at MasterControl are also able to create their own Shared Spaces, fully brandable microsites that enable multiple stakeholders to view content and collaborate through comments. Shared Spaces provides sales reps with a real-time overview of their interactions with buyers over time, allowing them to tailor their follow-ups accordingly.

“One of the most talked-about features is Showpad’s Shared Spaces functionality,” said Olcott. “Our sales teams are building out Shared Spaces in unique ways that are catered to our customers. Sharing those spaces out with our prospects and our customers has simplified the process while also providing new insights on content performance.”

Showpad also helps MasterControl overcome the limitations of traditional communication channels.

“We used to have to send all our sales and marketing collateral via email attachments,” Olcott said. “And most email platforms have limits on the number of attachments or the size of attachments you can send. It proved to be difficult for our teams to send presentations and multiple pieces of collateral, whereas Showpad allows us to do that in a single platform. And also track how people are using the content and gain those insights.”

Seeing how customers interact with content has also been extremely valuable for MasterControl’s marketing department.

“Being able to report back to our content team with performance metrics has been another really successful feature for us,” Olcott said. “We can tell them what’s actually working between the sales team and prospects. In the past, we used to get random requests from our sales team, ‘I need a piece of content that focuses on this or speaks to a specific topic.’ Now we’re able to be more strategic in our content strategy and develop content based on what’s actually being consumed.”

Showpad’s integration capabilities, which include Salesforce, Marketo, Gmail, and much more, are also a huge help for MasterControl. For instance, each time a sales rep logs an interaction with a client in Salesforce, it’s reflected in Showpad, allowing Olcott to discover which pieces of content are regularly being shared with prospects and customers. Together with the valuable analytics available in Showpad itself, Olcott can easily see how different assets are being used, which pieces of content are winning business, and tie content directly to revenue generation.

Since launching its Salesforce integration six months ago, MasterControl has attributed roughly 19 closed deals to content shared via Showpad. Meanwhile, Showpad analytics help sales reps gauge the interest of prospects and customers, from email opens to page-by-page content views, empowering them to shorten their sales cycles by improving follow-up time and tailoring their messages to match buyers’ actions.

Showpad’s impact on MasterControl has been swift and significant, but the company is only getting started. MasterControl plans to expand on its customer-facing content by adding internal collateral to Showpad, such as style guides, logos, templates, brand messaging, videos, and more, making it easier for everyone in the company to access and use these materials.

“Showpad has been a great success for our team,” Olcott said. “Our sales team finds it easy and efficient for them, and marketing is assured they are utilizing the most up-to-date content for their marketing or sales needs. The platform also helps them present in a very user-friendly and unique environment. All of us here at MasterControl are excited for the continuing effort Showpad makes to enhance product functionality and constantly introduce new features. We look forward to what’s next in the world of sales enablement with Showpad.”

With Showpad’s proven ability to strengthen sales, it’s no wonder MasterControl is looking forward to doubling down on the platform.