Why Content Is the Essential Link between Marketing and Sales

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Never underestimate the power of quality, curated, and relevant content as a key driver of the sales process. In fact, content may very well be the link to optimize the sales process.

As we gear up for Pegaworld 2016, it strikes me that all of this quality product marketing and customer content that has taken a considerable amount of effort will be immensely useful to sellers before, during, and after Pegaworld.

I mean, how many times a week do sellers need content to help advance or close a deal? If you’re in marketing, product management, or sales enablement, you know the drill: “Where is the best content on what this product includes?” What references do we have?” and so on.

The point: Never underestimate the power of quality, curated, and relevant content as a key driver of the sales process. In fact, content may very well be the link to optimize the sales process.

With that in mind, here are a few tips to ensure you capitalize on your content via your sales team.

  • Ask sales what kind of content is the most valuable. Before you start any content activity for sales, you have to know why you’re doing it. Is it to create a lead? Progress it to an SQL? Answer a basic question about the product or solution? Position the seller for competitive success? Or is it to close the deal and handle an objection?
    Whatever the reason, the big mistake is not doing the foundational, sales enablement, and discovery work of asking the seller where they are in the sales cycle and what problem they are trying to solve. You have to know this to deliver content that makes your buyer more intelligent and your seller a hero. Knowing what content to create, in what format, and how to say it, is Job One of making sales successful.

  • Look for opportunities to automate content delivery. Now that you have content, you need to map it to the sales cycle and automate its delivery of to sellers. This means dynamic sales enablement based on context and SFA system actions and decisions. This doesn’t mean making more content: It means aligning the content you have to your sellers’ information needs, across each stage of the buying process. Seems overwhelming, right? It doesn’t have to be.
    A short statement of how your products/services are differentiated against a specific competitor, along with a relevant case study, delivered in real time based on the competitor field in your SFA system being filled in, is far more valuable than 14GB of email attachments. Sales content is at its best when it’s short, to the point, and presented automatically in context of a given sales situation.

  • Not paying attention to what is – and is not – working. The best marketers regularly review content download data, as well as NPS scores and comments related to training to get a sense for what is and is not working. Are training and product feature videos helping sellers and technical resources out and answering client questions? Are the top 10 data sheets and resources you promote in training, driving as much traffic as you expected on the sales intranet? Are there new documents being referenced in the sales cycle that need to be built and are you keeping your content updated and fresh? Good sales content is an on-going commitment, not a one-time investment and should drive tactical and strategic learnings over time.

If you focus on succeeding in these areas, you will drive better sales results – as well as a better relationship between sales and marketing. Quality, curated, and ‘chunked’ content supports sales and can deliver consistent long- term sales and client engagement.

Be sure to check the Pegaworld 2016 agenda to learn more about Pega Sales Automation.