Your company has a lot of content. This content is the fuel that keeps your sales team and process running smoothly: content is used to educate prospects, rekindle cold leads, engage customers and help buyers make purchase decisions. But what happens if sales reps cannot find this content? The ugly, and very common, truth is that your marketing efficiency and sales effectiveness suffer:
- Sales reps waste time searching for the “right” content (up to 30 hours a month, to be exact)
- Sales reps create their own content, or use outdated/irrelevant content
- Marketing is stuck putting out fires and creating one-off materials for every sales meeting
This creates tension between sales and marketing teams, and results in overall longer sales cycles, lower win rates, and more lost deals. It can be difficult to find the root of the problem, and many companies react by pushing the accelerator and creating more content. But more is not always the answer, and solving this problem must start with your content repository.
The ultimate goal is for marketing teams to be able to view all content through a single lens and make the right content available to the right people when and where they need it. This can be difficult when your company has multiple repositories, folders, files and sources where data and content is stored. It’s nearly impossible to see all of this content at once, let alone be able to determine what should be shared with certain people. You can’t build the right sales enablement strategy without an organized, accessible, and transparent content repository as the foundation.