For nearly two centuries, Dun & Bradstreet has provided data resources to help its customers and partners build valuable business relationships. The company helps its customers make informed, effective business decisions that drive growth using cutting-edge statistical technologies and methodologies.
Sales enablement plays a critical role at Dun & Bradstreet by empowering the sales teams to move prospects through the funnel and close more deals faster. However, the sales enablement team struggled to effectively organise sales content, which was key to training and educating reps on how to sell more effectively. Approximately 6,000 pieces of content were stored across 12 different locations. As a result, the company’s 500 sales reps, who mostly worked from regional offices, had difficulty finding the assets they needed and often wasted valuable selling time hunting for content. Existing content sources didn’t have adequate search capabilities or robust features to organise sales content, which contributed to the problem.
With such a large volume of unorganised assets, outdated or off-brand content sometimes made its way to sales reps, customers, and prospects. Messaging and branding lacked consistency across assets held in different repositories, and sellers often received sales enablement and training communications that were disjointed, making the messages less effective and difficult to absorb.
Existing content sources didn’t have adequate search capabilities or robust features to organise sales content.
Sales enablement and marketing teams also didn’t have insight into how the sales team used certain assets, nor could they learn the outcomes of content usage. As a result, it was difficult to gauge content effectiveness and identify content that needed improvement.