Crafting compelling content for your sellers is pointless if they can’t actually find the content they need, in the moment they need it. If you don’t make it easy for sales to use what you give them, you are failing to optimize your most impactful marketing channel — and then no one wins.
Make sure sellers have exactly what they need, when they need, every time.
How to provide the right content at the right time.
- Create a central, single source of truth: Build a centralized hub for content that only includes the most relevant and on-brand messaging, and omits outdated materials.
- Manage your centralized content: Set guidelines on how to arrange content that presents it in an easily understandable and intuitive method for sellers; organized either by sales workflows or selling motions.
- Distribute content in a targeted way: Different teams require different content — surface only the most relevant messaging to specific sales audiences (e.g. segmented by region or division).
- Send clear announcements when new content is available: Ask sales leadership to identify the most effective channels that sellers pay attention to, in order for your content to break through noise.
- Train sellers on messaging use cases: Lead training sessions with sellers on how and when to use specific messaging and materials, and test sales fluency with pitch challenges. During training, ask your sellers for feedback on what areas of the messaging they are struggling with to ensure you follow up with the right additional tools.
- Put the messaging in context: Give sellers data-driven, real-time content recommendations that empower them to take action and share messaging with a buyer, based on the deal stage, recent activity, and team insights.
Don’t let your content go to waste.
Hard-to-find content is a lose-lose. Your marketing team’s efforts to create compelling content are fruitless; sellers aren’t equipped to add meaningful value with buyers.
Break the bad habit. By supporting them at every step of the buyer journey — making content easy to find and use — you’ll not only amplify the impact of your messaging, but you’ll also transform your sellers into trusted advisors.
Explore our playbook for more advice on how to maximize the full potential of your sales team.
