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Driving Sales Effectiveness
with Great Content
Jim Moliski
SVPStrategicServices
LaunchInternational
Agenda
Content Is in Everything
Three Problems with Content
Three Transformation Models
Putting the Models into Practice
Problem #1: Product Overload
• Product/solution
focus
• Lack of trend,
problem, solution
content
• “Checklist”
mentality
Transactional selling
Small deal sizes
“Bake-offs” and discounting
Problem #2: Consistency
• Everything looks
different
• Inconsistent
quality
• Multiple out-of-
date versions
Wasted time
Missed opportunities
Inefficiencies for authors
Problem #3: Context
• Limited
understanding
of sales
• Lack of early-
stage content
• No “how to use”
guidance
Missed opportunities
Small deal sizes
Low conversion rates
Transformation Models
Model #1: Insight
• Identify 3-5 “big-picture” insights
• Link insights to problems and favorable
outcomes
• Link out outcomes to your solutions
• Enable smarter conversations on insights
Model #2: Product/Solution
• Identify a “kit” of assets for each
product/solution
• Develop prototypes and get feedback
• Create standards
• Train authors
Model #3: Process
• Analyze sales needs across a typical
opportunity
• Identify high-impact stages or sales outcomes
• Develop a limited set of assets for that stage
Strategies
Which Model(s)?
• There is overlap between models
• No more than two models at one time
• Consider one “major” and one “minor”
• Bigger portfolios = greater effort
• Plan for quick wins
Recommendations
• Use SAVO capabilities
• A little bit of content can yield big returns
• Ask content experts for help
Example Strategies
New Hire Ramp CRM Adoption Rep Efficiency
Insights
+
Process
Process
+
Solutions
Solutions
+
Process
Example Strategies
Lead Conversion Sales Process
Reinforcement
New Product
Launch
Insights
+
Process
Process Solutions
+
Process
Example Strategies
Channel
Contribution
In-person
Engagement
Virtual
Engagement
Solutions
+
Process
Insights
+
Process
Insights
+
Process
Example Strategies
Proposal
Automation
RFP
Automation
Presentation
Automation
Solutions
+
Process
Solutions
+
Process
Solutions
+
Insights
Jim Moliski
LaunchInternational
http://www.launchintl.com/
jmoliski@launchintl.com
708-512-9964

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Driving Sales Effectiveness with Great Content