What's the best way to ensure that sales uses the sales enablement content that marketing creates...even if there WAS collaboration on the content?

First, create content that’s in line with what you know they will use. I mentioned in one of my other answers here that oy need to understand their selling methodology and ensure the content aligns with it. If they use Demo2Win then know your content needs to follow a Tell-Show-Tell framework around problems, solutions, value for each mini-chapter. If they use ValueSelling, know that your content needs to anchor on a key business issue followed by the common obstacles standing in the way. The mo ...Read More

Here are a few tips for ensuring your sales team leverages the content you create:  Make sure the content can easily be found. Have a central, go-to place that reps can find all your content. This can be a 3rd party platform such as Highspot, Seismic, or Allbound. Or it can be a more simple Airtable/Spreadsheet that has proper filtering if you're on a budget. Of course with a platform you'll get data/insights into what's working, what's not, so I recommend a platform vs spreadsheet.  Keep the co ...Read More

First, I think you shouldn't expect 100% wholesale usage of the sales enablement materials you create. Sales enablement materials are meant to create a solid foundation for reps to use but, ultimately, every prospect and customer requires some level of customization so expect adaptation.  There's really a spectrum here of tracking and it depends on what metrics you need to justify the resourcing you put to sales enablement, and to whom you need to justify that resourcing. On one hand, you can si ...Read More

Regular reminders and reinforcement! Sales teams obviously face a ton of pressure to hit quota, and they need to be as efficient as possible... And while some are awesome at experimentation, many will struggle to adopt new assets/messaging when they're moving fast and rely on what's familiar.  On the flip side, be sure to manage outdated materials as best you can... If there are old decks/n-pagers floating around, label them as such, and if you see things pop up from people's "private collection ...Read More