In this session, you'll learn what world-class sales enablement teams are doing to drive seller effectiveness with great content that aligns to the sales motion.
2. Agenda
Content Is in Everything
Three Problems with Content
Three Transformation Models
Putting the Models into Practice
3. Problem #1: Product Overload
• Product/solution
focus
• Lack of trend,
problem, solution
content
• “Checklist”
mentality
Transactional selling
Small deal sizes
“Bake-offs” and discounting
4. Problem #2: Consistency
• Everything looks
different
• Inconsistent
quality
• Multiple out-of-
date versions
Wasted time
Missed opportunities
Inefficiencies for authors
5. 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
7. 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
8. Model #2: Product/Solution
• Identify a “kit” of assets for each
product/solution
• Develop prototypes and get feedback
• Create standards
• Train authors
9. 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
11. 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
12. Recommendations
• Use SAVO capabilities
• A little bit of content can yield big returns
• Ask content experts for help
13. Example Strategies
New Hire Ramp CRM Adoption Rep Efficiency
Insights
+
Process
Process
+
Solutions
Solutions
+
Process