Highspot Blog

Resolve the Marketing and Sales Content Dispute

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When it comes to sales and marketing types, they want to like each other. In fact, in my experience, they want to love each other! After all, sales and marketing work towards a common goal—generating more revenue. But the fact remains that as long as sales relies on marketing to help close deals and marketing relies on sales to get the company message out, there’s bound to be conflict.

What we have here is a failure to communicate.

Sales wants very specific, personalized content that they can find at a moment’s notice. Marketing feels they publish volumes of content (and they do—but 65% of it can’t be found), and they’re sensitive to changing content because it changes the company message. In the end, we have two mission critical groups with a common goal—but different ways of getting there—and mounting frustration.Continue reading article ›

Redefining Modern Sales Enablement

Modern sales enablement solutions make their predecessor versions unrecognizable.  Not because they’re solving different problems, but because they present radically improved approaches to delivering what sales reps need. 

Today we’ll illustrate the significant limitations of legacy solutions, as well as the fragile characteristics of platforms claiming to be modern. For sales and marketing teams evaluating technology alternatives, understanding the evolution from legacy to truly modern is essential to making informed decisions.  It also provides a view into how Highspot has rewritten the definition of modern sales enablement. 

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Turn your Content into a Reliable Revenue Driver

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What if every time your marketing team produced a piece of content, you knew its inherent value? If every one-sheet, white paper, presentation, and infographic was so measurable you knew if it worked or didn’t? Imagine the productivity improvements and bottom-line impact (not to mention employee satisfaction) that could result in such progress.

In a recent post on the SiriusDecisions blog, Sharon Little explains how using revenue as a North star for content production can transform an organization’s quality and performance of sales content. She argues that this approach saves time, minimizes production of unnecessary content, and creates more value for both customers and the sales team. Continue reading article ›

Sales Content Analytics Drive Business Optimization

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In the Mad Men era, marketing was considered a cost center where “creative types” made glorious advertising campaigns but had very little ability to measure their impact on sales. Now, thanks to the Internet, marketing automation, and other technology, we can measure nearly everything in marketing, tracing our impact all the way down to influence on revenue and ROI. This ability to measure marketing’s performance and receive instant feedback on what works has revolutionized marketing.Continue reading article ›