Sales Enablement Defined: What are Content Management Tools?

February 25, 2019

Content is a necessity for sellers trying to convince buyers to consider their product or service on their site or in person. When sales can’t locate necessary web content in their content management system, marketers’ time and efforts have completely gone to waste, and as a result, reps’ time is also wasted looking for and putting together materials that they don’t realize already exist in their platform. Sellers spend around 43 hours a month searching for and gathering relevant information and web content on their site-that’s a week’s worth of work!

This next post in our “Sales Enablement Defined” series dives into how content management tools and a content management system empower both sales and marketing to become more efficient and collectively drive success using a document management platform. In previous posts in the series, we’ve provided a guide for sales prospecting, defined why sales enablement tools are essential, and discussed why familiarity with analyst firms like Gartner will bolster your sales enablement strategy.

Content Management System Overview

A content management system (CMS) is a platform that mitigates the disconnect between the creation and use of impactful sales content. It’s features allow users to create, maintain, update, distribute, and track content, which can be anything from customer-centric pieces such as blogs, case studies, presentations and other collateral, or internal content like demo and call scripts, training materials, and product sheets. It can be either open source or proprietary to the company. The benefits of open source content management platforms is that users in the open source community can provide regular updates to plugins and other CMS features.

Marketing uses a content management system to store the content they develop, and make necessary updates as industries and customers evolve. Sales can quickly find the most relevant, up-to-date content they need.

How are Content Management Tools Beneficial in Sales Enablement?

Web content management tools have functionality that create a hassle-free system and provides various benefits:

Makes content more available.

Rich content like presentations, brochures, white papers, and case studies can all be used to develop and nurture leads. Often times, these materials are spread amongst different folders or platforms, and they end up being largely unused (up to 70%, in fact, according to SiriusDecisions). A content management system’s features include easy functionality, a responsive design, and a user-friendly interface to a suite of relevant content sales reps can use to engage buyers.

Boosts productivity.

With less time spent searching for information or putting together their own presentations, content management solutions allows sales reps to devote more time connecting with buyers in order to move them across the stages of the cycle and close deals.

Bridges the gap between sales and marketing.

With both teams using the same content management system tools, sales and marketing are more aligned. Marketing stores and categorizes all web content in one central web content management platform, and sales reps can browse that content with AI-driven recommendations to find the most contextually relevant materials they need to move a buyer forward.

Tracks content performance.

The materials marketing creates are only beneficial if they a) get used by reps, and b) resonate with buyers. Content management system tracking capabilities show how often a certain content piece is interacted with by users, and how much of an influence the content had on users. Based on performance, marketers can refine pieces to increase their impact.

A content management system is at the center of sales enablement and the first step in implementing an enterprise content program. Readily-available content, training, and customer data equips sales reps with the functionality they need to succeed. Showpad’s enterprise content management platform helps sales and marketing create compelling and personalized content for its users, evaluate buyer engagement, and determine the right content, for the right buyer, at the right time.

Gartner’s 2018 Market Guide on Digital Content Management for Sales

Gartner’s 2018 Market Guide on Digital Content Management for Sales

Gartner’s 2018 Market Guide for Digital Content Management for Sales recognizes the capabilities of various vendors in the space. Discover why Showpad was named a Gartner sales enablement representative vendor.