I recently read an excellent book called The Excellence Dividend by Tom Peters—an ex-McKinsey consultant whose consulting practice now focuses on customer experience and customer excellence. In his book, Peters talks about the importance of cross-functional alignment. And I whole-heartedly agree!
Sales reps ask for more content, yet the content already created by product teams, marketing and sales enablement groups seems to sit there taking up server space and offering zero action. Some research indicates that up to 65 percent of the content created for sales teams is going to waste. Why?
If you are only posting stories for people to read, you’re only using half of the Internet. Great content should encourage B2B buyers to engage in conversations with your sales teams. Consider your ideal buyers for a moment and try to assess what would motivate them to engage, explore further or even buy.
Sales reps are calling for more and better content so they can ramp up revenues, yet up to 70 percent of the content already produced by marketing is going unused. Why?
For many B2B organizations, the problem of disappearing content now stands in the way of sales and marketing alignment. One of the primary reasons for this breakdown is that sales and marketing too often use contradicting definitions of a shared word: content.
I can’t tell you how many times I hear from customers or prospective customers “man, you guys are everywhere!” That’s rarely an insult. Customers want to deal with best-of-breed and guess what, they correlate a brand being everywhere, to being the leader of its space.
At Sales for Life, we only have a small team but we have customers with 100’s or 1,000’s of sales professionals globally and have barely recognized the power of amplifying their voices in the market.
Everyone, including yours truly, advocates for sales professionals sharing content to their social networks. But is it worth it?
If you’re a CEO, Revenue Officer, or Enablement Leader looking to transform your go-to-market strategy toward digital selling, don’t include the marketers that pick out your corporate colors, and office swag.