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THE REALITY IS THAT CONTENT IS CONSTANTLY EVOLVING
AS IT IS PASSED FROM:
VISIBILITY IS MISSING
IMAGINE BEING ABLE TO:
THER...
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Sales Enablement Infographic - Resolve the Marketing vs. Sales Content Dispute

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During the early stage of the buyer’s lifecycle, marketers connect directly with large audiences, using content they have perfect control over. But in the later stages of the buyer’s lifecycle, when the sales team enters the picture, ”perfect control” is lost. Marketing no longer sends one ebook to a massive audience; now they are enabling a distributed sales team to have thousands of individual conversations with potential customers. The content filters through the organization, moving from central marketing through field marketers and regional sales leaders, finally landing in the hands of the sellers. Along the way, that content changes and evolves. Learn more at www.highspot.com

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Sales Enablement Infographic - Resolve the Marketing vs. Sales Content Dispute

  1. 1. THE REALITY IS THAT CONTENT IS CONSTANTLY EVOLVING AS IT IS PASSED FROM: VISIBILITY IS MISSING IMAGINE BEING ABLE TO: THERE ARE THREE WAYS THAT PRESENTATIONS ARE OFTEN MODIFIED IN THE FIELD: HOW WELL DID IT DO? Content falls into three main buckets in terms of business impact. Normally, corporate marketing has NO visibility into what content is used, and is blind to the modifications that are made to that content by Sales. But what if you could understand HOW it was evolving? What if you could still measure its business impact? 1. Customized for a customer’s specific needs so the seller can be most effective. RESOLVE THE MARKETING SALES VS. YOU CAN'T IMPROVE WHAT YOU CAN'T MEASURE CONTENT DISPUTE Marketing ...to sales ...to the customer SEE modifications made to content IDENTIFY what content is resonating with customers MEASURE the ROI of your marketing content 2. Assembled from multiple sources, to tell the story that sellers think customers need to hear. 3. Modified to tell an adjusted message, because the original content isn’t working with customers. Marketing needs to know if the content is generating revenue and achieving ROI, but often doesn’t know of these changes. 1Since most of it goes unused or doesn’t engage customers, unsurprisingly it has little to no business impact. INEFFECTIVE 2This content set is solid and useful. It serves an important purpose, and you have to have it. ESSENTIAL 3The materials in this small subset of content really move the needle, either positively or negatively. This could be a compelling case study (positive) or a confusing pitch deck (negative). IMPACTFUL Do you know which of these 3 categories your most recent content fell into? CONTENT GENOMICS FROM HIGHSPOT Content Genomics takes a look at all of the modifications made to content, to help you measure the actual ROI on each piece, and decide what improvements need to be made to positively impact the business. Download the Content Genomics whitepaper to learn more. www.highspot.comCopyright © 2017 Highspot Measure and optimize content performance, as it evolves, throughout the sales cycle to increase sales www.highspot.com V2 V3 V4 V1 ?

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