How to Deliver Marketing Content to Sales
Marketing Creates Content- Sales don’t Use It
I’d like to talk about is a common misconception about sales and marketing teams. People on the outside assume that the two entities work closely together, to deliver the most relevant information on their products to the client. The world sees updates about new content created by marketing, new software tools installed by sales, and finally closed deals and freshly brought in new customers. They assume, sales and marketing go in hand in hand, and even though this would be a fair assumption- it couldn’t be any further away from the truth.
Everyone agrees that the right story wins the deal. Marketing has the knowledge and the resources to create the most relevant pieces for the story. They generate it in the form of whitepapers, presentations, email templates, advertisements, billboard ads, videos and etc. Unfortunately, sales has no way to consume the content marketing creates resulting in the situation we find ourselves in today where 70% of marketing-produced content goes unused by sales.
Lost revenues and wasted marketing budgets
The failure to deliver marketing content to sales has led to a costly misunderstanding between sales and marketing, wasting up to 20% of your total marketing budget (1.8M every year assuming your budget is 10M).
Delivery of the right content
What is the best way for sales teams to consume content? As summed up by Drew Zargas of Sales Benchmark Institute, in his article called “What is Sales Enablement” it is the delivery of the right content at the right time and in the right place.” Some of the features he discuses are outlines below:
- Reps must be able to access all content via mobile devices In today’s whirlpool of a variety of the delivery devices such as: smartphones, tablets and PCs, flat screens, and projectors, the content should not only have a responsive design, but also be accessible through all of the above. With the change in the buyer behavior, seller behavior has changed too, and devices above enable sales to access the most relevant content at any time, any place and tell their clients a right story.
- Companies need a single point to surface and use content It’s easy to lose the track of location of a particular piece of content, therefore a one true place that would join all the repositories and market programs makes it possible to navigate through all the possessed programs and repositories.
- Seamless integration of the content systems and content sources The success or failure of your marketing plan for effective content delivery to sales will ultimately depend on equipping your team with the right software. Look towards systems that integrate seamlessly with your current processes and workflows to boost adoption rates.
If a software tool covers all of the criteria above, it’s important to make sure that it actually gets used within your company to fully take advantage of it.