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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.

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 Carla Johnson - Sales Enablement Presentation Transcript

    • 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 of aconversation with a buyer.
    • 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
    • Marketing determines what tools salesneedsMarketing often fails at telling how asolution -• Achieves a goal• Solves a problem• Satisfies a needMARKETING AND SALES
    • 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 marketingcauses the typical company to underperformby 10% in annual revenue (IDC)MARKETING AND SALES
    • Thinking of your initial meeting, what percent ofreps were:ExtremelyPrepared16%Very Prepared27%SomewhatPrepared31%Not Prepared26%Source: IDC Customer Experience Panel, January 2009CUSTOMERCONVERSATIONS
    • “The conversations field salespeopleor channel partners have withprospects and customers may bethe last bastion of competitivedifferentiation in today’s rapidlycommoditizing markets.”- American Marketing Association
    • 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 Angelou
    • CollaborateLearn and understand what saleswants to achieve• Brand awareness• Lead generation• Customer acquisition• Engagement• Thought leadership
    • 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• Needed to move out of siloed marketsand provide technology for moreapplications
    • 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
    • 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
    • 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
    • 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
    • CASE STUDYSalesMarketing
    • 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
    • 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 channelwebinar and upcoming end-userwebinars, anticipating several hundredmore prospects• Top-level content for our nurturingcampaign
    • CASE STUDYKey Learnings –Content helped validate a new marketUsed content to generate a storyarcand extended that seamlessly into salesenablement
    • FINALTHOUGHTS• Think: Buyer Enablement• Commit to culture change• Find your common purpose• Go beyond information – createinsights• Make it easy to give content “legs”
    • Carla Johnson, PrincipalType A Communications(720) 344-0987carla@goTypeA.comwww.goTypeA.comType A Communications@carlajohnson