Highspot Blog

Put Your Sales Content to Work: Best Practices in Sales Enablement Volume 2

Few positions are as competitively intense as that of a sales rep.  Day-to-day, minute-to-minute, they rely upon the most current intelligence and content.  By leveraging the benefits of modern sales enablement technology, sales reps can work smarter and close deals more effectively than ever before.

Today we’re launching Volume 2 of our Best Practices series.  This is the second in a three-part series of guidebooks that deliver field-tested recommendations for companies striving to get more out of their sales enablement processes and technology.  Each book acknowledges the broad assortment of priorities, assets, and customer insights that sales enablement pros need to manage every day.  From helping reps identify the best-performing content for each stage of a buying cycle to analyzing content performance, sales enablement lends order to what can be a chaotic process.  The result: faster conversions and higher revenues. Continue reading article ›

Sales Enablement for Marketers

Turn Sales Content into a Revenue Driver

For today’s full-stack revenue marketer, delivering consistent results and measurable ROI impact can feel reminiscent of Sisyphus trying to push that fabled boulder up a mountain, only to watch it roll back down again and again.

The fact is that marketing is pushing a boulder up a mountain. It spends 28% of its budget (not to mention the soft costs associated with headcount) on creating content, but 65% of content produced for sales is never used. Sales teams scream for more and better content, but they often can’t find content that already exists.

This inefficiency leads to a vicious cycle: Deliver more content, only to have sales ask for even more. Push the boulder, watch it roll down again.

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Faster Sales Start Here: Sales Enablement Best Practices Volume 1

Sales enablement pros encounter fresh challenges and opportunities every day.  At Highspot, we help them make the most of both.

Today we’re launching Volume 1 of our Best Practices series.  The series will provide real-world insights for businesses seeking to improve their sales enablement activities.  Each volume will deliver a range of experience-based suggestions for those new to sales enablement, as well as for seasoned executives seeking to optimize current investments.  At the conclusion of the series, readers will be better-equipped to drive higher sales performance through more effective and efficient sales enablement.  Continue reading article ›

Highspot & InsideView: Aligning Sales and Marketing Has Never Been More Important

sales and marketing alignment

While marketing and sales alignment has been both a challenge and a worthy goal for some years now, the topic has seemed to crescendo recently as the pressures for performance and accountability on both teams increase.

We recently did a roadshow with InsideView and other industry leaders on this topic, titled “Drive: Fuel Your Revenue Obsession.” The thought leader presentations and InsideView’s research, Crack the Code on Sales and Marketing Alignment, showed that while the issue still exists, solving it has never been more important.

Where We Stand Today

Today, the internet and competitive pressures have increased demands on both functions, as we’re theoretically able to process so much more than ever before: more communications, more leads, more deals. In reality, the role of a sales rep is much more difficult than ever before because the power is all in the hands of the buyer and expectations are exponentially higher. Marketing is feeling the heat, too. “Big data,” the ability to measure marketers’ performance, and the mandate that marketing needs to prove its contribution to pipeline and revenue is forcing a look farther down the sales cycle.

Thanks again to the internet, nearly 70% of the sales cycle happens before sales is even in contact with the buyer[1]. This means that marketing and sales must work together to educate and guide the buyer down the path to a closed deal, which makes the demands on sales — once the buyer does engage — significantly higher. Sales must be both educated and consultative. And, to be those things, they need the support, training, and content to effectively compete in an environment where the buyer has all the power.

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A New Study Links Sales Enablement to Higher Conversion Rates

Sales Enablement Practitioner Survey Report

ABM. Social Selling. Predictive Analytics. Sales Enablement. Which one is most effective at boosting sales performance?  Hard to compare, exactly, as the best practice is to do them all.  But a recent survey found that those companies focused on sales enablement, on average, saw a 10% improvement on pipeline conversion rates.

A new Highspot/Heinz Marketing survey of nearly 400 B2B respondents titled “The Sales Enablement Practitioner Survey” shows a heightened investment in sales enablement teams, initiatives, and technology directly—and in many cases dramatically—increases sales conversion rates for B2B companies.

According to the survey, more than 50% of companies that have committed to sales enablement efforts have experienced improved sales conversion rates of greater than 10%. A full 23% of companies have seen conversion rates increase by 20% or more, and 11% have increased their conversion rate by greater than 30%. That’s a 30% increase in revenue from existing pipeline!

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Sales Content: What Winners Do Differently – Learnings from SiriusDecisions Summit

You’ve probably had that feeling: late for an appointment, you’re in a rush to pull everything together, and at the last minute you realize that you’ve misplaced your keys. It’s panic time to find the one thing you really need.

Often, sales people experience this panic feeling when they’re trying to close a deal. It’s the last minute, they need a specific piece of material per the client’s request, and they simply can’t find it.

Last week’s SiriusDecisions Summit (which just gets better every year) gave us a lot of lessons and guidance on how to help our sales teams be more efficient and effective — in other words, how to give them the keys to close the deals.

Sales Content: What Winners Do Differently

Heather Cole and Christine Polewarczyk’s session on “Sales Content: What Winners Do Differently” shared some fantastic data from research that SiriusDecisions recently published:

  • 79% of B2B buyers report that the content provided by a rep is very to extremely influential in their selection of one vendor over another.
  • On average, B2B buyers consume more than 17 pieces of content as they progress through the buying cycle.
  • Similarly, sellers use 10 pieces of internal content to close the deal, on average, with “high performers” using 20% more than low performers.

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Best Practice: Content Mapping Made Easy

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If you’re like me, before you go on a trip to a place you’ve never been before, you take some time to look over a map of the area—either on paper or on your phone. I like to know the major roadways, potential construction zones or slowdowns, and the general direction I need to head to get where I’m going. In a lot of ways, deploying a Sales Enablement solution is like taking a trip to a place you’ve never been before. Instead of mapping highways and byways, it’s a good idea to map out your organization’s content before you take the trip.

We work with our customers to build a content map as one of the first steps in the implementation process. I thought it would be helpful to share a little insight around what a content map looks like, how to create one, and how it fits into the Sales Enablement design process.Continue reading article ›

Sales Enablement Pro Series: Tips for Embarking on a Successful Sales Enablement Rollout

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As the leader in sales enablement technology, Highspot is dedicated to improving the effectiveness of sales reps. Today we are introducing a new chapter in this pursuit, the Sales Enablement Pro blog series.

The Sales Enablement Pro Series is designed to convey insights from sales enablement experts. These are forward-thinking leaders whose job depends upon connecting the dots between marketing and sales and ensuring the best available content is in the hands of those who need it.

Our series will showcase the practical application of not only sales enablement technology, but also the strategies and tactics for achieving higher sales conversions. We hope you find these conversations useful in the quest to optimize your own sales enablement goals.Continue reading article ›

SiriusDecisions Helps Navigate a Noisy Sales Asset Management Market

SiriusDecisions Helps Navigate a Noisy Sales Asset Management Market_Blog

Today’s technology empowers marketing and sales teams to work together to improve sales effectiveness, and they do so in ways that were unfathomable just five years ago. The thing is though, there are a lot of solutions on the market claiming to be “sales enablement”, and while you may know your organization needs a sales enablement solution, finding the right one for your company’s unique needs can be a confusing process.

SD-Sales-Asset-Management-Report-Landing-Page-290x175-03042016Recently, SiriusDecions published a report that compares the leading vendors in Sales Asset Management—the foundation of Sales Enablement—and calls out specific capabilities you should look for when selecting a solution. Continue reading article ›

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, whitepaper, 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.

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