Strengthening Sales Effectiveness Through Improved Content Workflow

Achieve sales goals by developing content strategies that provide reps with easy access to relevant information to promote personalization in real time.

Most sales leaders recognize that successful sales strategies depend upon effective marketing content to drive future growth. However, as each brand attempts to generate relevancy and engagement through content creation, the lines often become blurred, as consumers are constantly inundated with messaging that fails to resonate.

Qvidian's recent "2015 Content Automation Trends Report" examines where companies falter with regard to their content creation, delivery, and management processes. The study, based on a survey of more than 300 sales and marketing professionals, explores current industry trends, as well as the organizational roles and departments involved, to determine why content frequently falls flat and how brands can keep content fresh. Overall, 78 percent of respondents indicate that sales content is very important to the effectiveness of their sales reps, yet just 49 percent claim that their data and content in sales assets is only somewhat accurate, signifying the underlying need to readily align with buyers' intent.

The following statistics highlight the top content creation trends in the sales space today and what brands must do to maintain their timely, relevant approach to customer engagement and value:

  • Respondents cite proposals (67 percent), presentations (63 percent) and RFPs (60 percent) as the three most used pieces of content. However, 60 percent say this content only 'somewhat' or 'not very well' impacts their sales team's ability to close deals.
  • Most respondents claim that sales content creation and distribution are managed by more than 3 people, while 17 percent say 20 or more people play a major role in the process.
  • Eighty-three percent of those surveyed have trouble easily accessing the messaging and related content needed in various selling situations, while 71 percent say their content 'only somewhat,' 'not very well,' or 'not at all' helps sales teams have more effective buyer conversations.
  • Seventy-seven percent of those surveyed cite that the frequency of reviewing and updating sales content is only 'somewhat,' 'not very,' or 'not at all' sufficient, yet 48 percent claim their content is only reviewed and updated on an as-needed basis.

Key takeaway: Content is a critical component for companies on their path toward sales growth and acquisition. But for those that lack internal organization, content can become cumbersome as sales teams struggle to gain access and determine what's pertinent. Such information can help companies achieve their goals, but only if the content is accurate, frequently updated, and easily accessible to sales teams so they can provide the most relevant assets as they pertain to the given selling situation. Content automation may enable these teams to streamline their workflows and collaborate more effectively. Ultimately, brands must focus their efforts on consistency, personalization, and relevancy, as these three components are most important to today's consumers. By establishing an internal structure that allows all contributors to pursue the same end goal, companies can develop content creation strategies that add value to the customer journey at every touchpoint along the path to purchase.