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. When sales can’t locate necessary content, 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. Sellers spend around 43 hours a month searching for and gathering relevant information-that’s a week’s worth of work!

This next post in our “Sales Enablement Defined” series dives into how content management tools empower both sales and marketing to become more efficient and collectively drive success. 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) mitigates the disconnect between the creation and use of impactful sales content. It’s used 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.

Marketing uses a CMS 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?

Content management tools create a hassle-free system that 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 allows easy access 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, sales can devote more time to 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 tools, sales and marketing are more aligned. Marketing stores and categorizes all content in one central place, 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. CMS tracking capabilities show how often a certain content piece gets used, and how much of an influence the content had on buyers. Based on performance, marketers can refine pieces to increase their impact.

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

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