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Carla Johnson - Sales Enablement
The document discusses the critical role of content in the sales enablement process, emphasizing the need for alignment between marketing and sales to improve effectiveness and revenue. Key challenges highlighted include the underutilization of marketing tools by sales teams and the lack of preparation in sales conversations. It advocates for a collaborative approach where storytelling and educating are integral to the roles of both marketing and sales professionals.
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Carla Johnson - Sales Enablement
- 1. The Man Behindthe Curtain: Content’s Role in the Sales Enablement Process Carla Johnson Principal @CarlaJohnson
- 2. SALES ENABLEMENT Ensuring that everyseller has the right tools, information, skills and processes they need to make the most of a conversation with a buyer.
- 4. THE CONVERSATION We create toolsthe sales team asks for and they never use them. We send qualified leads that fall into a black hole. We are trying to create meaningful conversations, and marketing’s tools aren’t relevant. We continually have to tell customers that our products don’t do what marketing and sales told them they would. MARKETING SALES PROFESSIONAL SERVICES
- 5. Marketing determines whattools sales needs Marketing often fails at telling how a solution - • Achieves a goal • Solves a problem • Satisfies a need MARKETING AND SALES
- 6. Source: The FornaiseMarketing Group of collateral created by marketing is never used by sales 50% 90% TO
- 7. 20% of anorganization’s salespeople generate 60% of its revenue (CSO Insights) Misalignment between sales and marketing causes the typical company to underperform by 10% in annual revenue (IDC) MARKETING AND SALES
- 8. Thinking of yourinitial meeting, what percent of reps were: Extremely Prepared 16% Very Prepared 27% Somewhat Prepared 31% Not Prepared 26% Source: IDC Customer Experience Panel, January 2009 CUSTOMER CONVERSATIONS
- 9. “The conversations fieldsalespeople or channel partners have with prospects and customers may be the last bastion of competitive differentiation in today’s rapidly commoditizing markets.” - American Marketing Association
- 10. Delivering the rightinformation to the right person at the right time and in the right place. MARKETING AND SALES
- 11.
- 12. CARLA JOHNSON ::Principal @CarlaJohnson
- 13.
- 14. “People will forget whatyou said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
- 15. Collaborate Learn and understandwhat sales wants to achieve • Brand awareness • Lead generation • Customer acquisition • Engagement • Thought leadership
- 16. Can’t we alljust get along?
- 17. Educate What’s your “story”? Howare you telling it? What do you want to accomplish with it?
- 19. Liberate Your story onlyworks if people are free to tell it Content is key
- 20. V E RY W H E R E U B L I S H N C E R E A T E E P O C
- 21.
- 22. CASE STUDY • HandwritingRecognition Software (1996) • Serviced postal markets and check processing – declining industries • Needed to move out of siloed markets and provide technology for more applications
- 23. CASE STUDY • Neededbetter market and partner recognition • Needed to provider partners and end users with more tools to become successful • Believed sales tools and leads paramount as they built partner program
- 24. CASE STUDY 2012 –Foundational Year • Refreshed branding • Persona development • New website/refresh collateral • Content audit • Mapped content to persona/buyers’ journey • Began email communications • Partner portal
- 25. CASE STUDY In 2012,Parascript commissioned research with AIIM Results • Hundreds of registered downloads and webinar attendees • Blog content • Media coverage • Interviews with nearly every technology analyst firm • A year’s worth of storytelling and internal reinforcement to position our products that continues to evolve
- 26. CASE STUDY 2013 –Build Leads • Estimated outbound leads 50% • Bigger focus on content marketing for other 50% • Because of budget, needed prospects to find Parascript and self-qualify
- 27.
- 28. CASE STUDY In 2013they refreshed the research, in an easy-to-read infographic Results • Hundreds more registered downloads expected • Instant media coverage resulting in more downloads of the complete study from our website (all tracked in Hubspot) • More blog content
- 29.
- 30.
- 31. CASE STUDY 1000s 1000s1000s 18.1% 4.6% YTD 2013:
- 32.
- 33. CASE STUDY Study andInfographic continue to provide content opportunities Additional Benefits • Foundation for a recent channel webinar and upcoming end-user webinars, anticipating several hundred more prospects • Top-level content for our nurturing campaign
- 34. CASE STUDY Key Learnings– Content helped validate a new market Used content to generate a storyarc and extended that seamlessly into sales enablement
- 35. FINAL THOUGHTS • Think: BuyerEnablement • Commit to culture change • Find your common purpose • Go beyond information – create insights • Make it easy to give content “legs”
- 36. Carla Johnson, Principal TypeA Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson