88This presentation contains confidential information of Salary.com
• Organization size: Over 750 FTE’s
• Sales buying role: Decision maker or heavy Influencer, user
• Title: Comp Analyst
• Reports to: VP HR (smaller firm) or VP/Dir Comp (1000 FTE+ sized firm)
– HR person who is analytical, proactive, provides analysis and not just data.
– Has a stronger relationship with finance than with the person being paid.
– In a smaller organization, he’s a comp program planner, designer, developer,
implementer, provides program support. In larger organization, focused on
data/analysis only and his boss will be the program planner, designer, etc.
– Has peers but few reports, if any. Peers are comp analysts who focus on a unit
or group (exempt/non exempt, sales/execs, international) or region.
• Where they gather, what they read: He looks for opportunities to self-
educate, WorldAtWork. Gathers best practices and does not want to reinvent
Persona: Andy Analyzer
99This presentation contains confidential information of Salary.com
Persona: Andy Analyzer
• Perception of Salary.com: Questions the validity of the data and
the methodology, the sources. Asks the RIGHT questions
• Data sources : Various surveys
• Which solutions to propose:
– CompAnalyst Full Suite
• How they use our solution: Will use all features including
creating salary structures.
• Our value add: We meet/exceed their need for real reporting and
for making comparisons/modeling.
• Key Messages:
– Highly reliable, updated data combined with software to make it easy to
market price, stay competitive and not overpay
– Time saving, modeling and analysis tools designed by certified
compensation professionals using comp best practices. Ensures
accuracy, internal pay equity. Helps you model costs and scenarios so
you can make smarter decisions, back up your proposals with data and
– Low implementation time/costs compared to consulting firms. More
analysis and time saving features than lower tier competitors.
5 Characteristics of Sales Content
Sales Content Effectiveness: Actionable
A new idea or insight
Shows subject matter expertise
Easy to consume and share
Has a call to action
Sales Content Effectiveness: Reusable
• Can it be used for internal sales teams and
• Viewed and shared across any device?
• Can it be personalized by sales reps?
• Can it be easily updated?
Sales Content Effectiveness: Targetable
• Map to personas
• Provide for every stage of the sales cycle
• Tag to identify when to use
Sales Content Effectiveness: Findable
• Organized in one repository
• Catalogued, searchable
Sales Content Effectiveness: Trackable
• Is the content being used?
• By whom?
• How much?
• Is it engaging?
• Is it converting?
Also track training content
Reengineer Your Content Production
Put someone in charge
Reengineer so it’s actionable
Reorganize Your Sales Content
Target to personas and stages
in sales cycle
Architect it so it works across
programs, channels, devices
gCreate an editorial calendar
Systemize content targeting, delivery
Consolidate, catalog, target,
update, approve, and manage
your content assets
Implement tracking to measure
usage, conversion, and training
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