Marketers, you know the feeling: Sellers don’t share the latest content with their prospective clients. It’s frustrating because pitch decks and one-pagers are sent at random — and they’re not compliant, on-brand, or up-to-date.
Sellers, you know the feeling, too: Your marketing team creates new versions of your go-to-market collateral and you don’t know where to find it. And if you do, you don’t have time to personalize it or demonstrate that it helps move the needle with your clients.
Enablement practitioners, you are the solution to this content chaos. With an excellent sales enablement content strategy, your sellers shouldn’t waste time searching for content.
A 2023 study we commissioned revealed this: 97% of people who said that sales enablement software gives them quick access to content also said that such quick access lets them communicate with their clients from a more informed standpoint. As an enablement professional, it’s your job to make it easier for your client-facing teammates to grow revenue. Reducing content chaos plays a big part in that.
Kick Go-to-Market Chaos to the Curb
Picture your content chaos, solved
At this point, we’ve established that sales enablement is an efficient, scalable way to control content chaos. Now let’s dig deeper.
Here are just four (of many) reasons why including a sales content management system keeps your content organized, accessible, and up-to-date.
1. Sellers find what they need faster
Right now, sellers without sales enablement tech spend an average of 10 hours per week tracking down, comparing, or revisiting content to send to their clients. There’s a better way with content management software. See what we mean by checking out this video.
The best sales enablement practitioners leverage sales content management tech that gives sellers:
- AI-powered search capabilities
- In-context content recommendations (right in their inboxes and CRM instances)
- Custom fields to personalize and send always-compliant content
One quick note here: Watch for sales enablement content management software that lets admins create content libraries for various profiles and personas, complete with tagging functionality and easy version control. This helps sellers find, customize, and send content at lightning speed. After all, your sellers didn’t join your organization to chase their tails for content; they want to sell.
The ability to find content quickly and efficiently is actually a recruiting point. The 2023 Value of Enablement Report revealed that 91% of respondents who don’t use sales enablement tools to organize their content have noticed a dip in morale because sellers have to focus on non-revenue generating activities at work, which negatively affects their income. In short, give your sellers fast access to the content they need and you’ll attract and keep top talent.
2. Sellers rest easy because their content tells a cohesive story
With a sales enablement platform, content isn’t being created in ad-hoc, one-off ways. Everything internal (think playbooks and process documentation) and external (think client presentations, case studies, product one-pagers) can be well-planned out and cohesive.
Sales enablement software empowers admins to control who can create or modify content. This allows practitioners to partner with their product marketing teammates to equip sellers only with the most up-to-date messaging. This aligns sales and marketing departments — which historically has been no small feat — and, more importantly, it makes it so your content resonates with clients. They should find the same information on your website as they do in sales conversations and the follow-up content from your sales reps.
3. Sellers personalize content without going off-script
An all-too-common content chaos struggle is rogue content; sometimes sellers create their own materials. Occasionally, these ad-hoc slide decks and PDFs are good, but more often than not, they’re off-brand, noncompliant, and untracked, so no one knows how they perform.
Sellers have no bad intentions in customizing content for their clients. In fact, a desire to personalize content is a sure sign of a great salesperson. But savvy enablement practitioners will give sellers a way to easily personalize their content to make it industry-specific, use-case-specific, and even client-specific.
Earlier this year, we surveyed more than 1,200 full-time sales, enablement, and customer success professionals. 63% of them said that the content they use at work right now is not personalizable enough for their customers. You can solve this with technology that prioritizes sales enablement and marketing content personalization, making it easy for sellers to update fields and send all of their content from one platform.
This is critical in solving content chaos. Case in point: Companies that prioritize personalization experience a 57% increase in buyer engagement.
4. Most importantly, sellers deliver a “wow” buyer experience
Fact: It’s nearly impossible to deliver exceptional buyer experiences at scale without well-enabled sellers who have powerful content management tools at their fingertips.
Clients don’t really care if you have an organized content repository; they care that you’re sending them relevant content when they really need it. So, find a sales enablement platform that offers AI-guided sales content recommendations. The best tech should be able to suggest high-performing content across different deal stages based on what’s converted clients in the past. This doesn’t take the humanity out of selling — just the gut feelings and guesswork.
It’s possible and worth it to solve content chaos
From the largest enterprises to the smallest businesses, it’s possible to solve content chaos with a sales enablement platform that’ll scale as you grow. As you consider whether or not better sales content management is something you need, consider these stats:
- 95% of buying decisions are made with the help of sales content
- 82% of buyers view at least five pieces of content before purchasing
- 95% of sales reps say they don’t have access to high-value, shareable content
- 65% of content that’s created by marketing goes unused without enablement
The numbers speak for themselves. Sellers need a better way to distribute great content. The solution is sales enablement.
Think it’s time to level up your content organization, distribution, and analysis? Check out some G2 reviews, watch a few led-by-you demo videos, or reach out to the Seismic team today for a glimpse of how we help 2,200+ companies put their best foot forward with better content.
