This article was co-authored by Enable Us & SaaScend, the Revenue Operations Consultancy empowering Go-to-Market teams to hit their ultimate revenue potential.
For sales enablement, every marketer wants to empower sales with the content and narrative they need to help close more deals. To do so, marketing crafts one-pagers, whitepapers, success stories, case studies, testimonials, and eBooks, to be relevant to each buyer persona and company profile.
Yet when all of this material is passed over to sales, there is a disconnect when it comes to actually using the content during sales cycles.
We will address these challenges in an upcoming panel discussion with SaaScend. Sign up here to get the best practices for resolution and hear from industry experts.
As sales is working to cater their conversation to the specific buyer persona and company profile, they are scouring the content repository for the right assets that speak to the specific persona, industry, company size, business challenge or product of interest, and to the exact stage of the buyer’s journey.
Content may already be organized by name, type, and persona, but because there are so many other categories to filter through such as industry and product, sales is left to spend their time searching for content instead of just using it.
One challenge snowballs into the next, if it is taking sales too much time to track down the right piece of content, chances are there is a portion of it going unused. 9 out of 10 sellers don't use sales collateral because it's outdated, irrelevant, and difficult to customize!
The scarier statistic from G2, is that “Enterprise organizations lose over $2.3 million each year because of opportunity costs associated with underused or unused marketing content.” Meaning that precious time and money is being wasted with sales enablement content going unused.
For the small portion of content that sales is in fact using, how much visibility does marketing have into this? For those using certain marketing automation platforms, they may receive alerts when certain files are downloaded which is helpful, but if you do not have access to this functionality, then you are left with asking sales for their input.
Asking sales which content they are using can give marketing insight to a certain degree, but there will still be gaps in information.
There is so much that sales has to remember when it comes to training, the organization’s products and services, pricing, promotions, proposal framework, opportunity stages, the data they need to log, their sales narrative, etc. The tough part is, 84% of sales training is forgotten in the first three months.
Once marketing hands their enablement content over to sales, oftentimes there is minimal planning in place for reminding sales of the content that is there, and the best use cases for each asset. Leaving the content and associated training to be forgotten and unused.
Imagine a space where marketing can share their sales enablement content and categorize it by type, persona, deal stage, service and/or product and have visibility into what is being used. Meanwhile, sales can also actively engage with their prospects in the same space and can easily filter and search for content by the selling situation. Rather than looking for content in a separate repository, it is all in one place. This is just one of the reasons why Digital Sales Rooms make such a difference.
In a previous article we shared that a digital sales room (DSR) is a software solution that gives buyers and sellers a digital place to communicate, negotiate, and access the evaluation materials through the entire B2B buyer’s journey.
Sales has the ability to personalize each deal room according to the persona and use case and can quickly search for content by each category all in the same platform.
As new prospects enter the DSR, sales has better insight into an expanding buying committee and can then add the right piece of content to speak to the new prospect
With DSR’s, marketers can quickly see how much each piece of content has been viewed and the types of deals that sales is using each piece of content for. If they notice there is misalignment, or that a certain piece is not being used at all, they can then have a conversation with sales for further insight. Furthermore, sellers also gain visibility into how their buyers are engaging with the materials as DSRs track visitors' engagement. Sellers can finally stop asking, “Did you get a chance to review the proposal?”.
Templates can be created for DSR’s as a way to standardize the sales process. They can include content according to each persona and use case along with sample proposals and videos. Sales team members can duplicate these templates to then customize them according to their particular deal case, helping to save time, while also reinforcing previous training.
There are several challenges facing marketers when it comes to sales enablement, however, with DSR’s, sales can quickly find the content marketing shares, can save time with templated examples, and can make sure that the right content is being used for the right audience.
Learn more about how digital sales room software can help your marketing and sales enablement teams by joining our next panel discussion with SaaScend, Creating an Airtight Sales Narrative and Process with Digital Sales Rooms.