You’ve likely heard it before: sales reps need the right content to share with buyers to effectively sell. But creating high-quality and educational content doesn’t cut it when finding and accessing the content is a chore. Without effective sales content management, your reps won’t be able to get the most out of the enablement content you invest so much into. When sales content is difficult to find, it often results in:
- Sales reps wasting time searching for content they need
- Miscommunication between the sales and marketing teams
- Confusion on the content’s intended use
- Inability to get the most out of your content strategies
Effective sales content management helps alleviate these problems. There’s a reason 57% of high-performing sales organizations use sales enablement technology for sales content management. The right sales enablement platform doesn’t just organize content but improves internal processes and customer experiences.
What is sales content management?
Before we dive into why you need sales content management, it’s important to understand precisely what it is. Sales content includes any content (such as sales decks, demo videos, guides, datasheets, etc.) that the sales team uses throughout the sales process. Sales content management is simply the way this content is organized internally for reps to access and share. In fact, teams that effectively use tools for sales content management experience a 4% increase in win rates. While it seems small, a 4% increase in win rates makes a huge impact on your overall profits. If that sounds too good to be true, check out our ROI calculator to figure out the impact for your own organization.
1. Easily locate sales content and streamline content sharing
Sales content management creates a simple, standardized organization of content for reps to pull from. When content is seamlessly organized into one source of truth for all team members, quickly finding and using that content is much easier. Reps no longer need to scroll through long email chains, or dig through hundreds of outdated materials. Sales content management ensures no content slips through the cracks and goes unused. Reps know precisely what resources are available, and where to locate them.
For instance, a rep may be in the early stages of speaking with a buyer about their product, and the buyer has expressed interest specifically in the product’s ROI. The rep knows that there’s an extensive ROI guide available, along with a more condensed infographic. With effective sales content management, the rep can easily find both of these resources quickly to share with the prospect. This saves valuable time, capitalizing on the prospect’s interest as quickly as possible.
2. Increase transparency between sales and marketing with effective sales content management
Effective content management tools allow marketing teams to gain visibility into what content is being used and what content may be needed. Seeing all content laid out in a cohesive, organized system can quickly reveal where more content is needed. For instance, it may become clear that while the sales team has no shortage of infographics available to share with prospects, they are lacking in video content. Marketing can then work to create more video content as needed.
Not only can marketing see exactly what content is available, but data insights on content performance can better inform them of what’s working and what’s not. For example, perhaps 65% of prospects spend time viewing your product videos before asking about pricing. However, only 30% of prospects spend time viewing the ROI guide. This information indicates to marketing that prospects respond well to video content and that the ROI guide likely needs improvement.
3. Track content performance to make data-driven decisions
Data insights don’t just help marketing make data-driven decisions — the sales team also benefits from the data gained through effective sales content management. While overall content performance across deals can help marketers understand what content works, individual buyer behavioral data can help sales reps better tailor their approach to each prospect. Organizations that leverage customer data outperform their peers by 85% in sales growth. Offering a personalized, buyer-first experience resonates well with prospects, and the data shows it.
Prezentor allows reps to view customer data in real-time so that reps can effectively pivot their pitch as needed depending on what content resonates most with buyers. For example, after a sales rep sends a presentation to the buyer, the sales rep gets real-time insights into what the buyer is engaging with, such as:
- Which parts of the presentation a customer is accessing
- What numbers/information they’re adding into value calculators
- How long the prospect is viewing/interacting with a presentation
- How many times the prospect clicked on any given link
When 65% of business buyers are likely to switch brands if a company doesn’t personalize communications, the ability to tailor the approach to the individual buyer is a huge advantage.
Effective sales content management is the best way to ensure your reps are getting the most out of your sales content. Not only are resources easy to find, but data insights help sales reps and marketers alike gain crucial insights into content performance.
Want to know more about how effective sales content management can help enable your reps to sell more? Book a demo with Prezentor and learn more about our sales enablement platform.