Account-Based Selling

Why Sales Content Management Matters

Posted On
January 15, 2020
Resource Type
Account-Based Selling

Sales content management is crucial to running a business successfully because it’s the key to making your sales team more effective and driving growth. I like to think of it like this – you wouldn’t send your reps into battle without a plan or ammo, right? That’s how much sales content management matters. So if you want sales to win every deal, it starts here.

What is sales content management? 

Sales content management is the process of organizing and storing relevant content that your sales team can quickly and easily use throughout the sales cycle to move potential customers forward and close the deal. Not only does this encompass external content such as case studies, data sheets, or white papers, but also internal content that is integral to the business including call scripts and order forms.

Good sales content management can have a huge impact on your success. And the beginning of the year is a great time to consider how to leverage it so you can get the full benefits.

Here are four reasons sales content management matters for your business.

More visibility

Content management enables sales managers, and the marketing team they align with, to gain key insights around content. For example, what content is being sent and at what stage in the sales cycle, if content is helping close deals or being ignored, and so on.

Armed with valuable intel, sales and marketing can create the content sales needs to have impactful interactions with potential customers and improve deal progress.

Increase productivity

What’s the best way to make your sales team more efficient? Having the right digital content management tool, especially if it’s Salesforce native. With sales content organized and centrally located, you’ll save your reps the frustration of searching multiple places for the content they need.

When it comes to increasing productivity with content, choose a digital content management tool that has the ability to recommend what content a rep should use throughout the sales cycle to help them save even more time.

Build Trust

If sales always knows where to go for the content they need the moment they need it, they’ll prove themselves as extremely knowledgable to potential customers. The more sales demonstrates their deep understanding of the topics they discuss with prospects, the more they will be trusted and the more likely they are to win the business.

Also, a digital content management tool that has version control capabilities ensures that sales is always using the latest, approved content will reduce the likely hood of misinformation and hurting your reputation. More version control now means less damage control later.

Drive adoption 

A huge plus to having content all in one place is that it sales reps will have no choice but to go there for whatever they are looking for. If Salesforce is your CRM, driving users to the tool you’ve already invested in makes a ton of sense. So the most important question is, where do you want to your users going – a combination of coworkers, rifling through old emails, and hunting through a clunky, outdated Sharepoint? Or would you prefer them to log into Salesforce, where they need to be completing daily tasks anyway, and make a single additional click to navigate to the content library?
The choice is yours, but when it comes to choosing the best digital content management tool, let it be the right one.

Posted On
January 15, 2020
Resource Type
Account-Based Selling