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Few and Improved

How to create less content that drives more sales! Want to see more? Check out the Few and Improved ebook: http://www.launchinternational.com/fewandimproved
by

Launch International

on 30 October 2013

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Transcript of Few and Improved

Planning sales enablement success
Want to know if your sales enablement content is hitting the mark?

Ask yourself...
Is our sales content supporting conversations taking place between buyers and sellers?
Can we prove its contribution
to sales success?
If we can’t prove it,
who is to blame?
Across companies of all sizes, we see an ongoing argument between content creators and users:
“What makes content useful?”
So, we’ve created four tips
to get everyone to agree.
We’ve reviewed thousands of assets, interviewed hundreds of sales professionals, and helped some of the industry’s biggest and brightest companies identify and build the most impactful content for each buying and selling stage.

Creating great sales content...
Plan and execute your content upgrade project
Conduct a content audit
Address relevant perspectives
Before embarking on an overhaul, it’s important to understand both EXECUTIVE and SALESPERSON perspectives on what makes effective sales support assets.
The following should give you a good head-start in that direction:
Executive
perspective
on content
Salesperson
perspective
on assets
Good content and tools:
Support our corporate branding standards
Help a buyer understand the value we deliver in support of a business outcome
Match the activities and knowledge levels of the person delivering the message
Actually get used
Salesperson
Help me achieve the goals of my meeting
Speak to the problems I’m hearing from my prospects
Are easy to use
Conduct a content audit
Now it’s time to measure the effectiveness of your existing content and tools by measuring three key performance indicators.
Purpose
Usefulness
Quality
Ensure the content/tool is designed to achieve a specific goal, which the user understands.

Is it clear which buying/selling activity it supports and its associated goals?
Does it speak to buyer needs and related business outcomes the buyer can achieve?
Is it relevant to the buyer and based on defined attributes, such as function or industry?

Ensure the content/tool is well produced and aligns with the company brand and strategy.

Is the offering defined and presented using best-practice standards for sequence?
Is its form and voice consistent with defined standards?
Does the content connect to and support brand and strategy?

Quality
Usefulness
Purpose
Ensure the content/tool is in a format that supports the purpose and is easy to use and understand.

Does the content match the expected knowledge and skill level of the salesperson using it?
Does the content match the expected depth of interest of the buyer for its stage?
Is the asset architected to make the best use of its format, with appropriate access to associated content?

Address relevant perspectives
Rank existing sales enablement assets
With the data gathered during your content audit, you can now begin to rank your assets in terms of effectiveness.

But wait...
To determine their
importance to salespeople:
Interview your sales staff and ask them to assess the value of each piece within their sales processes.
Use both sets of data to build an assets result map.
These assets scored well in purpose, usefulness, and quality, but salespeople are not finding them to be important. Review sales feedback, and consider a new format or approach that will increase ease of use and utilization.
High effectiveness,
low importance
Any assets in this quadrant are good as is. Continue to employ them in your sales processes.
High effectiveness,
high importance
These assets scored poorly across the board, so they will require the most work to improve. Earn quick wins in the other quadrants first.
Low importance,
low effectiveness
These assets are important, but they scored poorly across the three key criteria. Uplifting these assets should be your highest priority: few adjustments = highest payoff.
High importance,
low effectiveness
Plan and execute your content upgrade project
Now that you have a good sense of what’s working and what’s not, it’s time to share your results and make recommendations for improving content.
Here are some tips to help you effectively plan and execute your content upgrade project.
Plan for a quick win.
Select tools that have the highest potential impact, and try for improvement that can happen quickly.
Keep improving content.
Follow up on your initial successes with the “higher hanging fruit.”
Keep salespeople involved.
Take every opportunity to gather feedback. You’ll build credibility and trust by demonstrating that you’ve built content with their input.
Consider using a third party for help.
An unbiased partner that has seen these issues in dozens of companies can help you overcome any roadblocks and focus on the real goal: driving revenue.
For nearly 20 years, Launch International has helped marketing and sales teams create and deliver high-value messages, conversations and content assets for technology buyers and sellers.
For more information about how we can help you get the most out of your sales enablement content, download our ebook, "Few and Improved: How to create less content that drives more sales."
http://www.launchinternational.com/fewandimproved/
Rank existing sales enablement assets
Executive
Good content and tools:
Each Dot is a Criterion Rated for Effectiveness and Importance
P = Purpose Criterion
U = Usefulness Criteron
Full transcript