The Man Behind the Curtain:Content’s Role in the SalesEnablement ProcessCarla JohnsonPrincipal@CarlaJohnson
SALESENABLEMENTEnsuring that every seller hasthe right tools, information,skills and processes theyneed to make the most o...
THECONVERSATIONWe create tools thesales team asks for andthey never use them.We send qualified leadsthat fall into a black...
Marketing determines what tools salesneedsMarketing often fails at telling how asolution -• Achieves a goal• Solves a prob...
Source: The Fornaise Marketing Groupof collateralcreated bymarketing isnever usedby sales50%90%TO
20% of an organization’s salespeoplegenerate 60% of its revenue (CSO Insights)Misalignment between sales and marketingcaus...
Thinking of your initial meeting, what percent ofreps were:ExtremelyPrepared16%Very Prepared27%SomewhatPrepared31%Not Prep...
“The conversations field salespeopleor channel partners have withprospects and customers may bethe last bastion of competi...
Delivering the right information to the rightperson at the right time and in the rightplace.MARKETING AND SALES
Create “Promise Keepers”
CARLA JOHNSON :: Principal@CarlaJohnson
TODAY’SCONVERSATIONCollaborateEducateLiberate
“People willforget what yousaid, people willforget what youdid, but peoplewill never forgethow you madethem feel.”- Maya A...
CollaborateLearn and understand what saleswants to achieve• Brand awareness• Lead generation• Customer acquisition• Engage...
Can’t we all just get along?
EducateWhat’s your “story”?How are you telling it?What do you want toaccomplish with it?
LiberateYour story only works if peopleare free to tell itContent is key
V E R Y W H E R EU B L I S HN C ER E A T EEPOC
CASESTUDY
CASE STUDY• Handwriting Recognition Software(1996)• Serviced postal markets and checkprocessing – declining industries• Ne...
CASE STUDY• Needed better market and partnerrecognition• Needed to provider partners and endusers with more tools to becom...
CASE STUDY2012 – Foundational Year• Refreshed branding• Persona development• New website/refresh collateral• Content audit...
CASE STUDYIn 2012, Parascript commissionedresearch with AIIMResults• Hundreds of registered downloads andwebinar attendees...
CASE STUDY2013 – Build Leads• Estimated outbound leads 50%• Bigger focus on content marketing forother 50%• Because of bud...
CASE STUDYSalesMarketing
CASE STUDYIn 2013 they refreshed the research, inan easy-to-read infographicResults• Hundreds more registered downloadsexp...
CASE STUDY
CASE STUDY
CASE STUDY1000s 1000s 1000s 18.1% 4.6%YTD 2013:
CASE STUDY
CASE STUDYStudy and Infographic continue toprovide content opportunitiesAdditional Benefits• Foundation for a recent chann...
CASE STUDYKey Learnings –Content helped validate a new marketUsed content to generate a storyarcand extended that seamless...
FINALTHOUGHTS• Think: Buyer Enablement• Commit to culture change• Find your common purpose• Go beyond information – create...
Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohn...
Carla Johnson - Sales Enablement
Carla Johnson - Sales Enablement
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Carla Johnson - Sales Enablement

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Content Management: Carla Johnson, Principal, Type A Communications. The Man Behind the Curtain: Understanding content’s role in sales enablement.

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Carla Johnson - Sales Enablement

  1. 1. The Man Behind the Curtain:Content’s Role in the SalesEnablement ProcessCarla JohnsonPrincipal@CarlaJohnson
  2. 2. SALESENABLEMENTEnsuring that every seller hasthe right tools, information,skills and processes theyneed to make the most of aconversation with a buyer.
  3. 3. THECONVERSATIONWe create tools thesales team asks for andthey never use them.We send qualified leadsthat fall into a blackhole.We are trying tocreate meaningfulconversations, andmarketing’s tools aren’trelevant.We continually have totell customers that ourproducts don’t do whatmarketing and salestold them they would.MARKETING SALESPROFESSIONALSERVICES
  4. 4. Marketing determines what tools salesneedsMarketing often fails at telling how asolution -• Achieves a goal• Solves a problem• Satisfies a needMARKETING AND SALES
  5. 5. Source: The Fornaise Marketing Groupof collateralcreated bymarketing isnever usedby sales50%90%TO
  6. 6. 20% of an organization’s salespeoplegenerate 60% of its revenue (CSO Insights)Misalignment between sales and marketingcauses the typical company to underperformby 10% in annual revenue (IDC)MARKETING AND SALES
  7. 7. Thinking of your initial meeting, what percent ofreps were:ExtremelyPrepared16%Very Prepared27%SomewhatPrepared31%Not Prepared26%Source: IDC Customer Experience Panel, January 2009CUSTOMERCONVERSATIONS
  8. 8. “The conversations field salespeopleor channel partners have withprospects and customers may bethe last bastion of competitivedifferentiation in today’s rapidlycommoditizing markets.”- American Marketing Association
  9. 9. Delivering the right information to the rightperson at the right time and in the rightplace.MARKETING AND SALES
  10. 10. Create “Promise Keepers”
  11. 11. CARLA JOHNSON :: Principal@CarlaJohnson
  12. 12. TODAY’SCONVERSATIONCollaborateEducateLiberate
  13. 13. “People willforget what yousaid, people willforget what youdid, but peoplewill never forgethow you madethem feel.”- Maya Angelou
  14. 14. CollaborateLearn and understand what saleswants to achieve• Brand awareness• Lead generation• Customer acquisition• Engagement• Thought leadership
  15. 15. Can’t we all just get along?
  16. 16. EducateWhat’s your “story”?How are you telling it?What do you want toaccomplish with it?
  17. 17. LiberateYour story only works if peopleare free to tell itContent is key
  18. 18. V E R Y W H E R EU B L I S HN C ER E A T EEPOC
  19. 19. CASESTUDY
  20. 20. CASE STUDY• Handwriting Recognition Software(1996)• Serviced postal markets and checkprocessing – declining industries• Needed to move out of siloed marketsand provide technology for moreapplications
  21. 21. CASE STUDY• Needed better market and partnerrecognition• Needed to provider partners and endusers with more tools to becomesuccessful• Believed sales tools and leadsparamount as they built partnerprogram
  22. 22. CASE STUDY2012 – Foundational Year• Refreshed branding• Persona development• New website/refresh collateral• Content audit• Mapped content to persona/buyers’journey• Began email communications• Partner portal
  23. 23. CASE STUDYIn 2012, Parascript commissionedresearch with AIIMResults• Hundreds of registered downloads andwebinar attendees• Blog content• Media coverage• Interviews with nearly everytechnology analyst firm• A year’s worth of storytelling andinternal reinforcement to position ourproducts that continues to evolve
  24. 24. CASE STUDY2013 – Build Leads• Estimated outbound leads 50%• Bigger focus on content marketing forother 50%• Because of budget, needed prospectsto find Parascript and self-qualify
  25. 25. CASE STUDYSalesMarketing
  26. 26. CASE STUDYIn 2013 they refreshed the research, inan easy-to-read infographicResults• Hundreds more registered downloadsexpected• Instant media coverage resulting inmore downloads of the completestudy from our website (all tracked inHubspot)• More blog content
  27. 27. CASE STUDY
  28. 28. CASE STUDY
  29. 29. CASE STUDY1000s 1000s 1000s 18.1% 4.6%YTD 2013:
  30. 30. CASE STUDY
  31. 31. CASE STUDYStudy and Infographic continue toprovide content opportunitiesAdditional Benefits• Foundation for a recent channelwebinar and upcoming end-userwebinars, anticipating several hundredmore prospects• Top-level content for our nurturingcampaign
  32. 32. CASE STUDYKey Learnings –Content helped validate a new marketUsed content to generate a storyarcand extended that seamlessly into salesenablement
  33. 33. FINALTHOUGHTS• Think: Buyer Enablement• Commit to culture change• Find your common purpose• Go beyond information – createinsights• Make it easy to give content “legs”
  34. 34. Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnson
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