Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Marketing

3 ways to equip sellers with the resources they need to succeed

A recent survey of hundreds of sales people revealed that more than 90% of sellers want more content.

Seismic
Seismic
January 22, 2018

A recent survey of hundreds of sales people revealed that more than 90% of sellers want more content. They want content and other sales resources because these resources help them to engage and advance their prospects. So, how do you make sure that you’re equipping your sellers with the right resources — the content they need to succeed?

Content shouldn’t be built for content’s sake. It’s built to address a particular business issue. Just consider marketing content that’s designed for the top of the funnel. Your team builds assets that support your SEO strategies. Your team builds it to support website and landing page conversion. And when it comes to sales enablement content, it’s created to address particular sales challenges.

So, how do you discover what those assets should be? Below are three ways that you can go about collecting information and determining what to build.

Assess your buyer’s journey and frictions

Sellers look for content to support them as they move through the buyer’s journey. But what are the frictions that they run into? Clearly a seller won’t be satisfied with a lightweight infographic if they are looking to convince a senior executive late in the sales process.

Start by learning from sales what the typical buyer’s journey looks like. Look at conversion rates to understand where frictions exist. Try interviewing your sellers to better understand these frictions and what works to limit the inertia and keep things moving. Then, build content around the information that can support your sellers here.

Get content into sellers’ hands

A major challenge of sales content relates to simply getting it used by your sales team. Much of sales enablement content use comes from being accessible to sellers when they need it most. Look to push content to where sellers work. That could be on a mobile device, in the CRM, or in a portal experience that sellers love.

Access is one element. But you also need to ensure that the content is discoverable. That means not only a configurable search. It also means making it simple to find relevant content. A great portal experience is customized to a seller’s role and their sales situation. When the content is ready for the seller, it will get used.

Measure content use and performance

Sales enablement content creation and use is a cycle. That means that as content is built, you need to be aware of its level of effectiveness. Is the content being used by sellers? Are there gaps in the content portfolio that need to be filled?

When you can measure your content and its relative effectiveness, your marketing team can allocate resources to the right assets and build more great content.

  • content management
  • sales

Related articles

Illustration of woman holding a tablet

The 10 essential elements of a content marketing strategy

Everything you need to create (or reboot) your content marketing strategy.
Read More: The 10 essential elements of a content marketing strategy
Illustration of two people holding oversized documents above their heads.

What is Sales Collateral? Examples of Sales Content for Sales Enablement

Understand the different types of sales content that sales needs to convert customers.
Read More: What is Sales Collateral? Examples of Sales Content for Sales Enablement

8 Ways to Build a Rockstar Sales Team

Did you know that there are more than 6 million sales representatives around the world? While the profession is quickly growing, building the best sales team isn’t as simple as picking from the millions of sellers out there, putting them on your team, and hoping for the best. When it comes to building a sales […]
Read More: 8 Ways to Build a Rockstar Sales Team

If you made it this far, we must be striking a chord.

Get a Demo
Seismic
  • Product
  • Seismic Enablement Cloud™
  • Sales Content Management
  • Learning & Coaching
  • Buyer Engagement
  • Content Automation
  • Strategy & Planning
  • Enablement Intelligence
  • Solutions
  • Sales Enablement Teams
  • Sales Teams
  • Marketing Teams
  • Resources
  • Blog
  • Resources Center
  • Trending Topics
  • What is Sales Enablement?
  • What is AI-Guided Selling?
  • What is Social Selling?
  • Integrations
  • All Integrations
  • Google
  • Microsoft
  • Salesforce
  • COMPANY
  • Contact Us
  • Careers
ISO 27001 Certified by Schellman
  • © 2022 Seismic
  • Terms of Use
  • Privacy Policy
  • Follow us on Linkedin
  • Follow us on Instagram
  • Follow us on Twitter
  • Follow us on YouTube
  • Follow us on Facebook