The Secret Sauce of Sales Enablement Content: CRM

3452343456Content: it’s all anyone’s talking about these days. Content marketing. Content strategy. Content syndication.

So what does it have to do with sales enablement, you ask? Quite a lot, as it turns out.

The right content ideally provides your sales reps with the background knowledge and resources they need to persuade prospects, answer questions and overcome buying objectives. It could be an onboarding guide that convinces a new customer that they’ll be supported on their product learning curve. It could be a one-sheeter that directly addresses their business challenges. Or it could even be a summary sheet to help your reps stay educated on a new product rolling out.

With that kind of informed content at their fingertips, your sales team is empowered to sell faster and better with less effort. The customers feel educated; the sales team feels supported. What could be better, right?

Well, that’s the ideal. The marketing department creates compelling and useful content and the sales team uses it. Unfortunately, there’s a breakdown that often happens between those two teams. To see how this happens, consider the issue from the sales team’s perspective.

Almost every day the team receives new messaging, product updates and marketing assets from multiple departments. The social media team, branding strategists, creative directors and digital marketers are all creating their own pieces – across multiple departments. Often these pieces contain conflicting messaging and varying degrees of relevance. And when the teams store and manage those new content assets, they each gravitate toward their pet systems. Maybe it’s Google Drive, SharePoint, an in-house repository or project management systems.

The point is that that all of this content creation doesn’t make the sales team’s life any easier – though that’s the intention. Instead they have to search through multiple systems for content assets instead of being able to find and use it when they need it, even when they’re in the field.

What’s that, you say? A single centralized storage base would solve that? Why yes, it would. Which is the CRM starts looking pretty useful. Your reps are already using it, after all, so they don’t need to learn yet another system or manage another profile and password. Instead all of the other teams can see the content they’re working with and avoid duplicating efforts. Sales reps can also streamline the delivery and access of content in simpler, faster way, so that it’s at their fingertips when they need it.

Let’s look at the three top types of content that should be stored in the CRM.

The Trifecta of Sales Enablement Content

Educational content.

We’re not talking about the group sessions your team goes through or 1:1 coaching; rather, this is where you want to integrate any self-paced e-learning programs. These are popular with sales reps anyhow because they work well with their unpredictable schedules. By making them accessible through Salesforce, you’ll get your reps more active in Salesforce while accelerating completion of the learning program.

Funnel-mapped content.

Skilled marketing teams will create content for every buyer persona from every industry at every stage of the funnel. Yes, that’s a mouthful – but it’s what closes deals. By moving sales content into the CRM, those assets can be mapped to real leads, accounts and opportunities, instead of making reps guess which asset is best for which conversation. Not only does this save time, it intensifies the power of each sales touch.

Sales content.

Every sales interaction gets more compelling when underscored by relevant content. Whether we’re talking about social selling, an in-person presentation, a follow-up email or a tradeshow, creative assets can turn a disinterested person into a future buyer. You know what I’m going to say – use your CRM and you can contextualize your content via situation, job title, customer and other categories so the reps have it right there without interrupting the interaction.

Have I convinced you yet? Sales content is great, but only if your team can access it swiftly and efficiently. Use your CRM and you’ll see your team use the right content at the right time while getting more value out of Salesforce than ever.