Category: Marketing

The Competitive Edge for Sales: Dedicated Sales Enablement

The Competitive Edge for Sales- Dedicated Sales Enablement_Blog-Banner-Image_1200x734px

Does your organization have a sales enablement strategy?

It should!

No matter the organization size or industry, a thoughtful strategy for sales success—including a dedicated sales enablement (or sales readiness) team and a Sales Enablement platform—is a game changer.

Clients often come to us because they need help closing the divide that exists between sales and marketing, and our platform can help do just that. But, the platform is only one part of the equation, and we were curious how many companies have implemented holistic sales enablement programs across the board, what they consider as sales enablement activities, how effective they are, and how actively are organizations executing them.

So, that’s why we partnered with Heinz Marketing to conduct a study comprised of nearly 450 B2B sales and marketing professionals, aimed at answering those questions, and more. You can read the full survey report here.Continue reading article ›

Sales Enablement Top 3 Myths

Sales Enablement Top 3 Myths_Blog-Banner-Image_1200x734px

The sales enablement space is white hot with an incredible amount of interest and investment by customers, analysts, venture capital, and vendors. Ultimately this is good for customers as there is significant ROI for sales enablement tools and software.

With so many vendors flooding into the space there is also a lot of hype that customers need to sift through. And depending on the particulars of their solution, vendors too often present self-serving advice on the best path to success.

These myths fall in to the “tell customers what they want to hear” category but unfortunately will lead to failed projects. You need to decide for yourself and do a thorough evaluation to choose the right sales enablement tools and software to meet your business. 

Here are the top 3 myths we encounter in our discussions with customers.Continue reading article ›

Does Your Organization Consider Soft Costs When Measuring Content ROI?

measuring content roi

As marketers, we often unintentionally discount work done in-house to research, develop, and distribute sales enablement materials. After all, creating content to empower sales to talk to customers and close deals is just part of the job, right?

To a certain extent, yes, that is definitely true, but lurking in the shadows is something that is often overlooked when determining the true cost and ROI of marketing materials: soft costs stemming from the internal manpower required to produce our one-sheets, PowerPoint decks, case studies, and sales training content. Here’s a secret — a big portion of these hidden expenses comes from product managers, who spent up to half of their time working on marketing content but usually do not have direct reporting status into marketing.

Continue reading article ›

7 Steps to Getting Started with Sales Enablement

7 Steps to Getting Started with Sales Enablement_Blog-Banner-Image_1200x734px

Last week, we talked a bit about the struggle between sales and marketing surrounding content marketing. It’s nothing new, and it’s also no secret that sales and marketing don’t always see eye-to-eye.

No matter the side of the fence on which you reside, this is one of those internal battles with no winner. Both sides lose – as does the company they represent – when revenue opportunities are lost due to miscommunication and finger-pointing.

But, there is a fix.

Continue reading article ›

Wrapping Up at HubSpot’s Inbound 2015

Wrapping up at HubSpot's Inbound 2015_Blog-Banner-Image_1200x734px

When it comes to marketing trade events, there are events, and then, there is Inbound. By far my favorite event of the year, Inbound is like no other: a party packed with some of the best and brightest minds of our day–from ground-breaking marketers and writers to new media stars to philanthropists—all in one place, all ready to share their secrets to success with attendees.

Where else can you rub elbows with Seth Godin, Marc Maron, and Chelsea Clinton in the same place? Nowhere else.Continue reading article ›

Putting the “We” Back in “Team” for Sales and Marketing

sales and marketing alignment

There’s a classic beer commercial featuring a self-centered football player, pouting to a TV reporter in an interview after a particularly devastating loss. The player, unable to see past his own shortcomings, tells the reporter that he puts the loss “squarely on the shoulders of his teammates.”

Nonplussed, the reporter conducts the remainder of the interview and reminds our flawless player that “there’s no ‘I’ in ‘team,'” to which the player quips, “Yeah, well, there ain’t no ‘we,’ either.”

Often, in the world of sales and marketing, even the most seasoned professionals fall victim to the “there ain’t no ‘we,’ either” sentiment. It’s “us against them,” where “them” is the side of the fence that we’re not on.

Continue reading article ›

Going to Inbound? Join Us to Learn How to Become a Content Marketing Hero

Going to Inbound? Join us to learn how to become a content marketing hero_Blog-Banner-Image_1200x734px

With Hubspot’s Inbound event in the coming weeks, I’ve been thinking a lot about how technology has changed marketing over the last decade.

Technology is a fickle (and phenomenal) business partner. It’s never static. It’s always evolving, always moving forward, always anticipating our next desire before we even have it. Improvements are around every bend – and I think that is a great thing, especially for content marketers.

Naturally, content marketing has evolved with technology. In the beginning of the tech revolution, we delighted in the ability to influence the sales cycle with our new websites. In more recent history, we began leveraging mobility and the “always on” nature of today’s consumer to decouple “work time” and “fun time,” targeting potential clients at the right time in their decision-making process.Continue reading article ›

Content Is King … Or Is It?

Content Is King. ....Or is it?_Blog-Banner-Image_1200x734px

Almost 20 years ago, a tech industry luminary proclaimed with confidence that “content is king.”

The luminary’s name is, of course, Bill Gates, and he was spot-on. Gates spoke of a world in which the sheer breadth of information available on the internet would be the factor that made it compelling. He noted that “those who succeed will propel the internet forward as a marketplace of ideas, experiences, and products — a marketplace of content.”[1]

While Mr. Gates was talking specifically about monetizing the internet, the idea of content leading the charge when it comes to all aspects of marketing has made its way into the lexicon in an undeniable way.

Continue reading article ›

Sales Content Analytics Drive Business Optimization

sales content analytics drive business optimization

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 ›

The Sales Content Conundrum

The Sales Content Conundrum_Blog-Banner-Image_1200x734px

Where does it come from? How do you measure its effectiveness?  Is it different than marketing content? Salespeople are in a unique position as they deliver materials and messages to prospects and receive real-time feedback on it whether that be via actual discussion or the fact that a prospect moves through the buying cycle as a result. Often they create their own content derived from assets supplied by the marketing team that reflect these learnings as well as their personal spin on things.  In most cases, this feedback fails to make its way back to the marketing team and the problem just reinforces itself including no visibility to the gaps being filled by the salesperson’s own efforts.

Continue reading article ›