You Don’t Need Another CMS
Content sprawl is one of the biggest challenges facing enterprises today and one of the biggest productivity killers for all employees, in particular Sales and Marketing. Unfortunately, attempts to solve this issue with the latest and greatest Sales Enablement technologies have actually exacerbated the problem.
In spite of the best intentions of Sales, Marketing, and Enablement leaders, content still gets stored everywhere. The fact is most organizations still have somewhere between 3 and 5 different content management systems, whether they are in the cloud or on-premise. This “content sprawl” is simply an inevitability in today’s business world as the volume of enterprise content continues to grow exponentially.
The Holy Grail
The desire to consolidate all Sales and Marketing content into a single, accessible location is understandable. In fact, it makes perfect sense that companies would want to eradicate the “where did I leave that file” routine, get some insight into the materials being presented before prospects, and ensure that only the most up to date and consistent, on-brand materials are in circulation.
Yet, so many “enablement” initiatives fail because the idea behind the proposed solution is deeply flawed – solving the content sprawl issue with the addition of yet another CMS is misguided to say the least. The grand notion of a single location or one stop shop for all Sales and Marketing content is unattainable. The upkeep required in maintaining, tagging, and uploading content to a centralized CMS is wildly inefficient, unmanageable, and ultimately ineffective as content inevitably continues to get stored across a range of enterprise locations.
Not another CMS
Moreover, the more systems that exist the more difficult it becomes for users to find the information they need to do their jobs. Every time you add a new content management system dramatically compounds the existing complexity for admins and users.
The amazing dream is that the next content management system — or the new shiny object — will somehow become the single source of truth for enterprise content, but past experience has repeatedly proven otherwise.
Executives evaluating a sales enablement platform have a plethora of choices. Unfortunately, however, many of today’s technologies are simply content management systems masquerading as “enablement” solutions. The idea that a glorified content management system can become the holy grail for sales and marketing content is not one based in reality.
There are a number of reasons such a system will fail:
- Manual Workload: This new system will have to have its own admin processes, tagging, uploading, and maintenance creating huge overhead.
- More Content Sprawl: This new repository will exacerbate the issue it is deployed to solve by becoming yet another place that reps will have to go to find content.
- Can’t Scale, Won’t Scale: Content management systems simply don’t scale with the complexity and volume of content in enterprise sales and become content landfills.
- Historical Evidence: Finally and perhaps most importantly, let’s not have history repeat itself — your team today most likely has some sort of content management system that isn’t working so why repeat the mistakes of the past
A New hope
When it comes to Sales Enablement, there is a new way – a better way. Instead of adding more complexity and information silos, leading companies have started to accept the inevitability of content sprawl and, instead, are turning towards next generation enablement platforms that sit on top of all existing repositories providing Sales and Marketing teams with the holy grail of instant content accessibility and analytics they need to succeed today.