Three Ways to Build a Successful Sales Team through Content Intelligence

By David Keane

Sales reps today face a harsh reality: they spend 13 hours each week either looking for the right content for a prospect or creating marketing collateral for an upcoming meeting (EMI Industry Intelligence Report) – and as little as 36 percent of their time on actually selling (CSO Insights).

No salesperson wants to be stuck in the minutiae of marketing; they want to be interacting with customers, talking to prospects, and doing what they do best – selling your company’s product.   

Sales-driven organizations understand that, much like you need to cut through the information overload to reach your clients, you also need to help your sales team cut through your content to reach the materials that will help them when and where they need it.

Content intelligence is a growing market that can help organizations ensure their sales teams are focused on selling – not content creation. By tracking and analyzing how your team is using sales content, marketing can create better collateral in the most helpful formats and deliver it directly to reps so they can close more deals and replicate success across the entire organization.

Here’s a closer look at three ways to use content intelligence to build a successful sales team.

Bridge the Marketing-Sales Gap

One of the biggest challenges reps face is that they are not equipped with the right information at the right time to be successful with their customers. If marketing knew which content was used by the top sales performers, how frequently they used it, and at what stage in the sales cycle it was most effective, content producers could revise or remove unused materials and prioritize specific development topics and formats.

For example, content intelligence could identify the three top pieces of content used by the sales teams in the last stage of the sales cycle (the content that closes deals) allowing similar content to be created to further support sales’ efforts.

Similarly, content intelligence may reveal content gaps. Perhaps your team does not have sufficient marketing-produced content for initial customer engagements and creates their own. By empowering marketing properly, you reduce the countless hours your reps spend on ineffective or useless content production.

Push Content Directly to Your Sales Reps

Forcing reps to navigate through multiple silos and content repositories, searching for relevant information from their device, is counterproductive.

Instead, content intelligence can tell you exactly how and through which channels reps are accessing sales content so you can then deliver the most up-to-date tools to them via the channel that works best – increasing their productivity and active selling time.

This also enables organizations to push content based on a particular sales situation. For example, if the marketing team knows a rep is having a second meeting with a prospect on Tuesday, it can push content that directly correlates with that company for that stage in the sales cycle to the rep’s preferred device on Friday so they can use it to prepare.  

Replicate Success

We all know that, in any organization, there are reps who are habitually successful – they always achieve their sales quota, close the biggest deals, and beat the competition. There are also many others we would like to be able to replicate that success, but getting there has been difficult. By tracking and sharing how top performers use, engage with, share, and annotate content – and at what frequency – other members of the team can learn how to incorporate the most helpful content and usage strategies to make them more successful.

Using content intelligence as a training and development mechanism helps organizations move the needle on improving overall team performance, which has a meaningful impact on the bottom line.

At the end of the day, sales reps are the lifeblood of almost every business. Empowering them to be successful is a complex task; however, by zeroing in on the content metrics that matter, you’re not only optimizing productivity – you’re optimizing your team’s ability to close more deals thanks to the right information at the right time via the right channel.

David Keane is the cofounder and CEO of Bigtincan, a leading mobile, AI-powered sales enablement platform. David combines his experience in enterprise and deep mobility knowledge to drive a company that is powering the mobile productivity revolution. Prior to Bigtincan, David started and sold his own businesses – Quadtel Asia in Singapore and Veritel Wireless in Australia – and had previously run international operations for Web startup, growing and managing their business over three continents.

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