MasterControl hits 90% adoption and ties 19 closed deals directly to content

THE CHALLENGE

Disjointed systems made content impossible to find, track, or share

MasterControl helps life sciences companies develop, manufacture, and commercialize products — offering seven distinct software solutions, each requiring its own specialized collateral. With sales reps and marketers comprising nearly a quarter of the workforce, there was no shortage of content. The problem was finding and sharing it.

“In the past, we had many different content management and content sharing systems that were disjointed and had various owners,” says Tyson Olcott, Marketing Strategy Manager at MasterControl. “When sales and marketing can’t collaborate or effectively communicate, the result is misinformation and use of outdated collateral.”

Email was the primary sharing mechanism — but attachment size limits made it difficult to send presentations and multiple pieces of collateral at once. The team had no visibility into how buyers interacted with content after receiving it.

THE SOLUTION

A single source of truth with buyer-facing experiences that drive engagement

MasterControl launched Showpad in January 2019. Olcott was tasked with adding thousands of pieces of content to the platform — and thanks to its ease of use, was able to build a comprehensive, organized library quickly.

The timing proved ideal. A recent company rebrand required updates to every asset across global markets, industries, and audience segments. Showpad ensured every rep had the freshest version.

“Showpad was just what we needed to ensure everyone was always using the freshest content,” says Olcott. “It’s the ‘go-to’ resource for anything new within our brand.”

Two features transformed how sellers engage buyers. With Pages, the team curates top-performing content by solution, persona, or topic into visually appealing, shareable formats. And with digital sales rooms, reps create fully branded microsites where multiple stakeholders can view content, collaborate through comments, and interact over the course of a deal.

“Our sales teams are building out digital sales rooms in unique ways that are catered to our customers,” says Olcott. “Sharing those spaces out with our prospects has simplified the process while also providing new insights on content performance.”

THE IMPACT

19 closed deals attributed to content — and a marketing team that finally knows what works

Adoption reached 90% across the sales organization, with approximately 33,000 unique sessions logged in the first 10 months.

But the real win is attribution. Since integrating Showpad with Salesforce, MasterControl has tied roughly 19 closed deals directly to content shared through the platform. Every time a rep logs a client interaction in Salesforce, it’s reflected in Showpad — giving Olcott visibility into which assets are regularly shared, which are winning business, and how content connects to revenue.

Analytics have also shifted how marketing operates. Instead of fielding ad hoc content requests from sellers, the team now builds strategy around what buyers actually consume.

“We can tell our content team what’s actually working between the sales team and prospects,” says Olcott. “Now we’re able to be more strategic and develop content based on what’s actually being consumed.”

WHAT’S NEXT

Expanding beyond sales content to company-wide brand resources

MasterControl plans to add internal collateral to Showpad — style guides, logos, templates, brand messaging, and videos — making it easier for everyone across the company to access and use brand-approved materials.

“Our sales team finds it easy and efficient, and marketing is assured they are utilizing the most up-to-date content,” says Olcott. “All of us here at MasterControl are excited for the continuing effort Showpad makes to enhance product functionality and constantly introduce new features.”