Understand the different types of sales content that sales needs to convert customers.

Alright listen up. It’s time to get real. We’re getting down to business here. This is a no-nonsense blog. We’re talking marketing enablement and strictly marketing enablement. If you start talking about anything else you’re outta here! Let’s keep it clean and marketing enablement-focused. No horsing around, no roughhousing, and absolutely no monkey business whatsoever. […]

Content, content, everywhere, nor any to send to prospects. So goes the Rime of the Ancient Seller, or something like that. It’s not hard to see the parallels between the ill-fated mariner in Samuel Taylor Coleridge’s epic poem and today’s sellers. The mariner, surrounded on all sides by ocean, laments his inability to drink any […]

There’s an uncomfortable truth that we need to talk about as marketers. But before we “go there,” we need to talk a bit about all of the time, effort, and spend that goes into a critical business function: the collateral that sales uses in order to sell. We recently collaborated with Demand Metric on research […]

The importance of storing content in one central repository is well understood by now. When content is stored in disparate systems, productivity plummets as time is spent searching for a particular piece.   Both marketing and sales benefit from having a dedicated library for content. Marketing gains a new level of control to ensure that […]

An uprising is occurring among B2B organizations. B2B sales and marketing teams have been building up arsenals of tools necessary for selling effectively and efficiently—such as CRM and marketing automation—in order to address the power shift that has put buyers in the driver’s seat. But as B2B technology continues to evolve every day, the industry […]

In sales, it is relatively easy to measure progress and success. Typically, each person has a dollar-value quota, and success equals hitting or surpassing that quota. You can even break sales goals down even more by number of meetings set, number of calls made, or number of demos given in a certain amount of time. […]

The market meltdown of 2008-09, the Great Recession, extreme volatility and scandals are some of the reasons why people don’t have much trust in the financial services industry. This eroded reputation was confirmed in a study conducted recently by Edelman, the world’s largest PR firm, which ranked financial services among the least-trusted of all industries […]

In the age of the Internet, B2B buyers have more access to information than ever before. This not only means that content must be relevant for each industry, role and stage in the sales cycle, but that content types should vary as well.

Richardson recently published a report,