5 Sales Content Adoption Metrics to Improve Sales Enablement ROI [INFOGRAPHIC]

As a B2B marketer, you play a critical role in the success of your company’s sales enablement program. Measuring content adoption provides critical insights to understand how your content is performing, what is working well, or what needs to be improved. In the infographic below, you’ll find five sales content adoption metrics help you improve the ROI of your sales enablement program.

 

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A cloud storage app is not a content portal.

With the advent of cloud storage applications, organizations increasingly use them as storage systems for all their digital assets. Google Drive, Dropbox, OneDrive, Box, etc, have made it very easy to securely store documents and other digital assets on the cloud and make them available to your company/team.

However, these cloud platforms are not an ideal destination for sales content. These cloud storage apps are nothing but a better version of Windows Explorer or Mac Finder on the cloud. And it is not their shortcoming that they are not suited to be your sales and knowledge portal. They are not meant to be a sales portal.

We love these apps. We use them at Enablix. They offer lots of storage, provide a decent search capability, and because of their popularity, there is (almost) zero learning curve for your team members. But using these apps as content portals for your customer-facing teams and expecting them to drive any value is a far cry.

Here are some negatives that render these cloud storage apps less desirable when it comes to helping your customer-facing teams with their content needs.

Too much content

  • We are a small team at Enablix, and in the last 18 months, our very small team (less than 7 members) has managed to accumulate more than 1000 files on our Google Drive folder.
  •  When we talk to marketers and team leaders, we often hear “we don’t have a lot of content.” And while that may be true, it is also true that even with very little content, you don’t have it organized in one place. It is somewhere in the clutter of your cloud storage along with a sea of drafts, and half-baked artifacts.
  • You don’t need a whole lot of content to start making a measurable impact on your customer-facing team’s productivity and efficiency. Read The 80/20 rule of enabling sales with content. But if you don’t do a good job of managing those few vital assets, then clutter is going to take over.

Only files

Most of us are using cloud storage to store files. But increasingly our content is in different formats. We are investing in blogs, press releases, articles, videos, slideshares, etc. Cloud storage apps are not the ideal platforms to store videos and URL links to your blogs and news articles. This means your customer-facing teams now need to access different applications for different types of content. An absence of centralized access to all the digital assets dilutes the value to the end user.

No control on quality

Just take a look at your cloud storage app. You are bound to find stale and irrelevant content in less than a minute. Files from last year that are no longer relevant are still lingering on your cloud storage application. You are also bound to see draft versions of the files scattered across the cloud file system. There is no way to control quality. There is no way to ensure that trusted and current content is available for your customer-facing teams.

No ownership

Cloud storage apps have democratized information sharing. Anyone and everyone in a company can contribute to the content stack. However, in the absence of centralized control, these storage apps become a playground to dump anything and everything. Restricting read/write access to folders is not practical. Such restrictions become the bottleneck to maintaining quality content.

No insights

The cloud storage apps provide you no insights on the usage of your content. Measuring internal and external content engagement helps you make informed decisions. It is very hard to manage and drive a content library without measurable feedback.

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Sales Kickoff – An opportunity to up your content!!!

Sales Kickoffs are ultra-important. Organizations spend a ton of resources and money on Sales Kickoffs every year. Not only do companies have their entire sales teams in one single location, but they also take other sales-supporting members to help with the kickoff. Everyone huddles down for multiple days to chalk out future plan and strategy. HubSpot defines Sales Kickoffs in this blog post and shares some useful tips for having a successful Sales Kickoff. Today, it is not unusual for some organizations to conduct more frequent (semi-annually or quarterly) kickoffs to keep the ball rolling. In a nutshell, these kickoffs are an expensive affair.

Sales Kickoffs are not just about numbers and broad strategy. On the contrary, we see that Sales and Company management tries to maximize this opportunity of having everyone’s undivided attention for 2 or 3 days and invests in enablement and training. To meet these objectives different teams invest a lot of time and energy in building content – videos, presentations, etc. In the weeks leading to the kickoff, there is a lot of activity and effort from different groups to support this kickoff.

And usually, these events are amazing. Sales engagement is at an all-time high and the sales team is inundated with some high-value information and intelligence. There are battle cards, competitive intelligence, role-play sessions, live feedback, demos, product roadmaps, etc. discussed by the entire group.

But then the kickoff ends and people forget. And just like that, in a very short duration, all that content and knowledge starts evaporating. The organization goes back to its inefficient and unproductive ways of operation.

But it need not be so ineffective. We believe Sales Kickoffs are a huge opportunity for marketing and product teams to up their content game. The sales supporting teams are already investing time and energy to build some timely and relevant content for the kickoff event. Why not leverage this content and enhance your content library? Why limit the use of this content to this 2-day event?

Here are some specific opportunities to revamp your content on the back of a Sales Kickoff event:

Product

It is common to have a targeted session during the Sales Kickoff that is focused on your product (or solution) offering. This is where the product owners share newer product updates and discuss future product roadmap. The purpose of this content is to excite the sales reps with new features and giving them strong talking points to target their market. Marketing should use this content to build and refresh:

  • Data Sheets: With new product features, it warrants refreshing the data sheets. Especially if there are key important updates that the sales reps can leverage in their dialogues with their prospects.
  • Product Roadmap: If you are a product company, you recognize the importance of product roadmaps. And the more upmarket you sell, the more crucial product roadmaps are. So if you are going to have product teams present the roadmap at the kickoff event, make sure they know that they are also supposed to share a customer facing product roadmap deck for future use.
  • Product FAQs: This is a good time to refresh product FAQs. There may be new FAQs that you need to add to the current product FAQs or you may need to update existing FAQs because the responses may have updated.
  • Demo Scripts: On the back of product updates, you may want to share updated Demo Scripts with the sales and sales engineering teams. This is crucial. And since you are already demoing the kickoff audience on the new features, why not record that script and share it for future use?

Competitive Intelligence

Your company’s competitors are on the top of the mind of your sales reps. And they are eager to know how to beat the competition.

  • Battle Cards: Competitive battle cards are a staple and an important content asset for sales. The are these short one-page guides that provide a playbook to compete with your key competitors.
  • Feature Comparison Sheets: Feature comparison sheets are a great sales tools. Not only they help sales understand your products strength and weaknesses, they also help sales respond to competitor-related queries.
  • Competitor Profile: If you are focusing on your primary competitors, why not build their profile? Competitor profile is a great asset to help sales understand the competitive landscape for an opportunity.
  • Case Studies & Win/Loss Analysis: A great time to build case studies or win analysis where you beat your competition.

Win/Loss Analysis

A part of Sales Kickoff is to learn from the past. Sales teams will try to analyze past deals that they won and lost. This is to understand what worked and what didn’t work. In short, they are doing a win/loss analysis. Make it part of your sales enablement library.

Training

Your Sales Kickoff is going to include training activity. Great!!! Use that content and structure it such that it is not a one-time only-for-sales-kickoff training. Build the training content so that it can be used for onboarding and continuous enablement. Here are some tips to make this happen without breaking the bank:

  • Record Presentations – If product team members are already presenting product updates and/or features at the kickoff, record these sessions. And include them in your learning paths.
  • Role Playing – It is common for sales teams to engage in role-playing during a kickoff. Record these role-playing sessions. If nothing else, these sessions will be a great guide for new reps and for anyone who wants to refresh their knowledge.

Marketing is always strapped for resources. There is no good time to revamp your content. We believe that refreshing content should be a continuous activity for marketing and sales enablement teams. However, Sales Kickoffs offer a great opportunity to up your content game. Not only will you help the kick-off event but in the process, you will have refreshed content to help sales accelerate their pipeline and close more deals.

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Atomizing Content

Do you like to read long emails? Most likely not! No one does. There has been expansive research on shortening human attention span. Yet we always see the classic error of loading your collateral with too much information. It is not that information is not useful. The problem is that more often it gets managed in an unusable way. It is very common for product marketing teams to create large slide decks that include anything and everything about a specific offering of their company. It is loaded with:
  • Market Context
  • Market Pain Point
  • Details of the Offering
  • Elevator Pitch
  • Competitive Landscape
  • Competitive Differentiators
  • Frequently Asked Questions
  • Discovery Questions
  • Objection Handling
  • Buyer Personas
  • etc.
The result is that this document or presentation is unusable. Why? Imagine if a sales rep needs to find the Discovery Questions for an upcoming qualification call with a prospect. The rep has to:
  • Access this document from your content repository (assuming she knows that she will find the discovery questions in this document. A big assumption in my opinion)
  • Navigate to the Discovery Questions section to use it as reference.
It’s just too much work. Instead the rep will pick the phone and ask her trusted advisor in the organization to either come on the call to help with the discovery or shoot her a set of discovery questions. And that is not only a huge efficiency drain but it basically makes your painstakingly put together content useless. Plus you never know whether this trusted advisor is asking the right questions.
Therefore it makes more sense to atomize your content. Break it into logical sections that can be leveraged by the sales reps. Not only this makes the content more usable and easy to distribute, it also has other  important benefits:
  • Easy to Access: Atomized content is easy to search for and access.
  • Easy to Track: In the above example, one could track (if they are tracking at all), whether the presentation was accessed. But no one would know why that presentation was accessed. By atomizing content, you have more granular insights into what is used when and why.
  • Easy to Provide Feedback: Its easier for the sales rep who accesses the atomized content to provide feedback on.
  • Easy to Maintain: Its easier to maintain a document or presentation that is focused on one topic than a 50 slide presentation that covers a broad set of topics.