Top Priority: Content Overhaulin?
- Purging, to get rid of older irrelevant content, because so much of it is dated, overwhelming, and frankly, not used.
- Aligning the content with the buyer’s journey and the sales motions, so the right content is proactively recommended for each step in the process.
- Personalizing presentations, proposals and other content, because buyers don’t like generic, instead demanding more relevant insights, discovery, advice, recommendations, financial justification and case studies/ success stories to match their unique profile and needs.
There is sensitivity to the customer: how they have evolved and are demanding different, more personalized content. But with this demand also comes a realization that sales enablement teams have to “do more with less” , because enablement budgets have not increased even as more reps have been added and customer demands have increased.
When everything is said and done, getting the deal comes down to this: "Does the Salesperson understand the prospect’s business issues and can they clearly articulate the solution and the value delivered?".For Content Overhaulin’ to be successful it too has to go beyond just a cut and purge: to create more personalized value-focused content and recommendations to help sales improve each unique conversation and proposal.