Highspot Blog

Content is complicated. Marketing often prioritizes creating content and lets evaluating its effectiveness fall to the wayside. Sales, on the other hand, devotes energy to closing deals, leaving little time to uncover new game-changing assets. For many, the constant challenge to create, locate, use, and evaluate content can feel like absolute chaos.

But for some, the answer has been simple: sales enablement. With powerful search capabilities, in-depth analytics, and more, sales enablement platforms have helped businesses maximize their content on every front.

Leading organizations are harnessing the power of sales enablement to solve their challenges and achieve next-level results. For inspiration on how to get the most out of your content, take a look at how these three companies have mastered sales enablement and put an end to content chaos.

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Despite all of the effort that goes into creating content, an eye-opening 60 to 70% of marketing content sits unused. This means that a significant portion of the time and resources going into content creation is really just going to waste.

How can you ensure that your sales team will use your marketing content? Here are five tips to create content that your sales team will not only use, but love.

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Sales enablement has become a must-have for every company that competes with other organizations for the attention of modern buyers. As a leading provider of sales enablement technology, at Highspot we believe it is our responsibility to share what we know about emerging trends that are impacting this market: what’s working, what’s not, and what “good” looks like in sales enablement.

One of the most important topics for every company practicing sales enablement is content management. It’s a subject that’s near and dear to our hearts because it tends to be a primary pain point for every sales and marketing team that Highspot is uniquely designed to solve.

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When it comes to winning over modern buyers, we could all use a little help from sales enablement solutions.

Companies are seeking solutions to equip their sellers to deliver a better buyer experience as today’s buyers demand more from their engagement with sellers. By 2021, 15% of all sales technology spending will be applied to sales enablement technology, up from the 2017 level of 7.2%, according to Gartner’s 2018 Digital Content Management for Sales Market Guide. That represents a growth rate of over 208%!

In the Market Guide, Gartner evaluated 19 Representative Vendors within the Digital Content Management for Sales space. Highspot met all vendor capabilities and use cases identified.

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Did you know that buyers complete 50% to 80% of the purchasing decision before engaging a sales rep?

Armed with research and resources at their fingertips, modern buyers demand more of sellers, expecting them to provide added value and unique insights.

This is where marketing teams have an opportunity to shine.

When sellers have marketing content that maps to each stage of the journey, their odds of securing buyer progression increase substantially. But how can marketers know what content is most effective when it comes to winning over buyers? How can they ensure the sales team knows where to find the right content when they need it? And finally, how can they measure how their efforts are impacting business success?

You guessed it — sales enablement is the key to unlocking the answers to these questions. This is just one reason why Highspot was named a Top Marketing Tool of 2018 by Smart Selling Tools.

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We’re delighted to share that Highspot has been recognized as a Representative Vendor in the 2017 Gartner Market Guide for Digital Content Management for Sales.

The report found that digital sales content management applications improve the delivery of internal- and external-facing content to salespeople, engagement with prospects and clients, and even increase win rates, deal velocity, and deal sizes.

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One of the biggest advantages of companies with successful sales enablement strategies is their ability to maintain focus.  From content mapping through launch and optimization, they’re clear on why they invested, where they’re going, who is involved, and the steps required to reach their goals.  Today we’ll share a framework for how they do it, courtesy of the Highspot services team.  Continue reading article ›

Sales content management allows reps to quickly identify the best content for every customer opportunity while consolidating content availability and performance data on a single platform.  With modern sales content management technology like the Highspot platform puts reps at an advantage, and it’s one of the reasons sales reps love Highspot.  

Sales content management has become a pivotal factor in sales enablement purchase decisions and a catalyst in driving higher conversion rates and revenue.  A primary reason is that sales teams increasingly rely upon content to influence target audiences throughout the buyer’s journey.  When sales content is effectively managed, reps are better positioned to act quickly and confidently.  This helps reduce wasted time and maximize the probability of quota-crushing results.  Continue reading article ›

Ask any B2B sales person about their content situation, and they’ll likely tell it to you straight: They have volumes of marketing material to sift through — and not enough time to do it.

Finding content in the various file repositories, SharePoints sites, local hard drives, and cloud file-sharing accounts where it might live can seem downright impossible, and for the most part, it is.
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High-performing sales teams have one characteristic in common: active leadership.  With it, the most relevant content for every sales stage reaches its intended target.  Without it, the same content goes underutilized, leaving teams on the wrong side of their prime opportunities. Today we’ll describe how best-in-class companies lead by positioning sales enablement as editor-in-chief.  The benefits: sales content that is easier to find, more consistent in quality, and tightly aligned with business goals.  

As highlighted in our recently released Best Practices in Sales Enablement, Volume 2: Put Your Sales Content to Work, content mapping and validation are two of the most important steps in deploying a sales enablement platform.  Both activities require an editor’s eye and intuition, as well as the decisiveness to highlight what’s most important and remove what’s not.  Continue reading article ›