1. Marketing on the Front Lines: Making Your Messages Work in the Field Mark Cowtan Gregg Johnson Marketing II: Advanced Strategies
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5. The Challenge is Managing Information Overload Unstructured data doubles every 2 months Unstructured Data 85% Documents Spreadsheets Presentations Phone Calls Video Every file on your desktop… Business Information Breakdown by Type
6. Sales Reps Fight This Battle Every Day Price lists ROI calculators Webinars Product brochures Customer snapshots Case studies White papers Analyst research Contract templates Sales presentations Quoting tools Order instructions Territory maps Competitive decks RFP boilerplate Competitive alerts Datasheets Training podcasts
7. Existing Solutions Don’t Work for End-Users Legacy Content Management systems are too complex The Internet “ It’s easy to find what I’m looking for on…” My company’s Intranet 87% 44% Corporate Intranets don’t work either
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9. But This Doesn’t Just Hurt Sales Productivity… … It Also Reduces Marketing Effectiveness
10. No Self-Service for Sales Hurts Marketing Pre-ATM Post-ATM As with the ATM, creating true self-service will free resources to focus on higher value-added activities
11. No Control Over Changes in Positioning Evolving your brands and products… … often results in a “mixed bag” of sales materials
12. No Reliable Channel to Get Field Feedback … sales reps are getting real-time information from customers While Marketing is usually at Headquarters… How do you get feedback from the field back to HQ?
13. No Marketing Visibility into Content Needs No data on actual content consumption and usage No mechanism to assess content quality No structure for the field to request updated or new content Blind decisions on what content to develop or improve
20. Imagination (Marketing) Can Use Sales amplifying your messaging Self-service – theory becomes reality Complete visibility into content usage A real-time channel for field feedback Best materials rise to the top
21. Corporate Content Management Meets YouTube Bringing the Wisdom of Crowds to Sales and Marketing Rate Subscribe Share Tag
22. We’re Using the Best of the Consumer Web Powerful Keyword Search Tag Content Filter Search Results Rate and Review Create Custom Alerts Preview Content
27. Use Content to Bridge the Sales-Marketing Gap Happier, More Productive Sales Reps Messaging as You Dreamed It Real-time, Front Line Feedback More Marketing Resources, Invested More Efficiently From Lose-Lose… … to Win-Win
28. Tell Your Colleagues Back Home Marketing Library for Campaign Materials Resource for Service / Support Shared Space for Remote Services Teams Human Resources Forms and Policies Repository for Customer Contracts Knowledge Management
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