Sitecore unifies sales, marketing, and enablement around one content experience

THE CHALLENGE

Three teams creating content in silos with no alignment or tracking

Sitecore’s sales and marketing assets were spread across multiple systems, giving the team no visibility into who was using what — or whether it was making an impact.

“Marketing was spending a lot of time creating tons of content, sales were doing the same, and sales enablement was doing the same, with no real collaboration or alignment,” says Katie Musselbrook, Vice President of Global Sales Enablement at Sitecore.

The result was inconsistent messaging that undermined the company’s sales methodology. Without a unified approach, sellers had no reliable way to address buyers with a consistent story.

THE SOLUTION

From organized content to the heart of a global sales kickoff

Sitecore chose Showpad in part because of its Salesforce integration — a critical requirement for the team’s single-source-of-truth vision.

The first priority was organizing content. Sellers who previously searched through multiple SharePoint sites now had everything in one structured location.

But the team quickly discovered the platform could do more. Showpad became the centerpiece of Sitecore’s global sales kickoff — branded as the official event experience. The team used Spotlight to drive engagement and encouraged mobile app downloads, backed by strong executive sponsorship.

“Sellers told us they had never been able to access content so quickly for a sales kickoff before, and they felt it was organized in a way they had never seen,” says Musselbrook.

After the kickoff, Sitecore expanded into Showpad Coach — launching reinforcement programs alongside a full onboarding program at the start of the financial year.

THE IMPACT

A platform that keeps expanding because it keeps delivering

What started as a content management solution has become a central part of how Sitecore enables its revenue teams. Content organization, sales kickoffs, onboarding, and ongoing coaching now all live on one platform — giving teams alignment they never had before.

The feedback from sellers has been consistently positive, and the enablement team has been encouraged to push the platform further.

“We really challenged Showpad, looking at how we could take what they built and push it to the next level,” says Musselbrook. “Don’t be afraid to push the boundaries, learn, develop, and see how we can push our industry even further.”