How to Create Effective Sales Enablement Content

In many companies, radio silence is the status among members of the marketing and sales team. Even forward-thinking startups can fall into the trap of working in silos.

It is a pity because everyone in these companies is suffering the consequences. After all, the companies that coordinate their marketing and sales processes report that they double their sales and close almost 40% more transactions.

The benefits of cross-fertilization for marketing and sales

Marketers are interested in the product or service because of the content they produce and publish; salespeople encourage potential customers with the educational content and sales materials they share. If marketing and sales content is not gathered, potential customers can quickly lose confidence.

Crushing goals together

Many companies are doing well, despite a separate sales and marketing island. Yours may be one of them. But if you want to take your business to the next level, you need to build a bridge between the two. You can start by starting one or more of the following strategies to promote two-way communication and create tactical and desirable content for sales training.

  1. Brainstorm regularly

Choose some of your most experienced marketers and salespeople to meet regularly. They must be colleagues who want to work together and not lone wolves who prefer DIY approaches. Describe the marketing/sales goals shared during the meetings. So use these goals as a springboard for collaborative content. Make a continuous list of topics and potential authors to create a content calendar and distribute the material.

  1. Relax everyone

Slack and similar platforms make it easier for members of the sales and marketing team to speak in real-time. As they get used to communication, they can come up with ideas and ask questions about the content to be used in different parts of the sales cycle. For example, a salesperson who visits a customer can use Slack to find out if there is content on a particular topic. A marketer can easily submit relevant content or add the topic of content to an ongoing list of future ideas. The seller can email the content directly to the customer or to a device to enrich the conversation.

  1. Do a content search

Filling out an online survey does not require much time or effort. Google Forms is a free tool set up in minutes. Send a short questionnaire to your sales team members about the content they will find most useful. Ask if they currently have content specific to your business or an outside source to help you close deals. You can get surprising, even upsetting answers, like knowing that a salesperson is constantly sending potential customers to a marketing blog post written for centuries. You can use the information provided to generate more relevant content that the sales team really values   and uses.

  1. Send marketers on sales calls

Many marketers have never had access to sales calls and can benefit from seeing an important part of the process. Nothing better than a member of the marketing team to see firsthand what is happening in the field. Ask one or two marketing leaders to listen to sales calls or visit a prospect with a sales representative. They can then report their newly acquired knowledge to their colleagues to brainstorm about the new content.

  1. Develop a sales resource bank

Even if you only have a few content options that are relevant to sales team members and their buyers, keep these pieces in a place accessible to everyone who sells. You do not need to invest in advanced software. A shared Google spreadsheet or document can even be a way to archive your library.

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Sales and marketing work towards the same result: attracting new customers. Bringing departments together eliminates sales gaps and requires internal camaraderie. Also, it can lead to powerful content that no team would produce on its own.