Attention marketers! How many times has this happened to you?
You’ve poured hours and hours into creating a new piece of content for your sales team. It’s a piece that they’ve been dying to get their hands on for ages, and you’ve just finished adding the final touches. So, you share it with them, excited to see how it will help them out and maybe make their daily tasks a little easier.
Then, two weeks later, you start receiving request after request to reshare that content. Or, even worse, you find out that the sales team has completely forgotten about it and is now requesting an entirely new piece from you.
This endless cycle is frustrating for both you and your sales colleagues. You have to pour more time into crafting another piece of content every two weeks while the sales team is stuck waiting without the information they need to close deals.
Put an end to the cycle and stop letting good content (that you worked hard to create) go to waste by implementing a dedicated sales content management system.
The Importance of Sales Content Management & Distribution
Content may be king, but distribution is queen and she runs the joint! Even the most perfectly crafted piece of sales content can’t do any good if it’s collecting dust in an abandoned folder on someone’s desktop. The way you send out content to your sales team is just as important as the content itself, if not even more important. After all, how can sellers use content that they can’t easily access?
Many marketing teams may start to worry that the content they make for their sellers is bad or ineffective. In reality, if you aren’t seeing results from your sales content, it’s probably because that content is not actually being used. Or, sellers may be tapping into the wrong pieces of content at the wrong time because they can’t find the one they need in the moment. These are issues derived not from a lack of quality content, but rather from a lack of proper distribution.
Remember, just because you build it, that doesn’t necessarily mean they will come (or use the content you’ve spent hours crafting… especially if they can’t find it!)
The Value of a Sales Content Management System
A sales content management system is your one-stop shop for all sales content. It establishes a single source of truth that sellers can reference at any time to find the exact piece of content they need for their current situation. No more searching in emails or resorting to using outdated content because it’s the only thing they can find. Sellers can quickly hit up the sales content management system for the most updated versions of every piece of content, enabling them to swagger into the sales arena fully decked out in the best equipment.
One CPG company we spoke with reported that their sales team looked through as many as 8 different repositories to locate content. Seriously! Sellers have a difficult job already, and the last thing they want to do is waste 30 minutes scouring for content when that time could be better spent on high-value tasks like following up with customers. In the same vein, you don’t want to waste your valuable time recreating content and resharing sales decks every two weeks.
So, why not make things easier on both you and your sales team by compiling all your content into one simple spot? Management systems even allow you to organize the content in a way that is both intuitive and aligned with how your sellers think.
Other Benefits of a Sales Content Management System
That’s right – your sales content management system is a gift that keeps on giving! Another huge benefit of these systems is that they make your content trackable. You can see if content has been opened or shared and who has taken action with it. This is powerful information that helps with daily interactions like sharing assets between stakeholders as well as the development of broader strategies. For example, sellers may notice that they are more likely to close a deal when they use a specific piece of content.
Marketers can take advantage of these insights too, especially the granular details like which pages or parts of a piece are receiving the most engagement, and use them to create even better content. From there, the content cycle evolves into a harmonious exchange between marketers and sellers. The marketing team creates content, sellers use that content, the sales content management system tracks the content’s impact, and the marketers use those insights to upgrade the content. It’s a win for everyone!
Content is the lifeblood of sales, and marketers spend huge amounts of time and effort creating high quality pieces for their sales counterparts. Make sure your hard work makes its way into the hands of your sellers by investing in a sales content management system today.
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