Sales Enablement
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Blog
Snake Oil, Magic Bullets and Content Marketing Magic? Stop The Madness!
- Content marketing isn’t free – it represents a shift in investments and resources
- B2B organizations seeking to earn a wider audience than what they’ve paid for must acknowledge that the core difference between paid and earned isn’t just cost
- Earned attention for your brand can sometimes be more resource-intensive than paid attention!
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How to Alleviate Content Overload in the Financial Services Advisor Channel
- Content overload is a common problem in financial advisor channel communications
- Measurement of advisor channel communications should expand beyond activity metrics to include output and impact metrics
- Streamline communications and content delivery by developing advisor personas and mapping content to the stages of the buyers’ journey
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Ten Success Factors for B2B Social Media Marketing
- B2B social media marketing often underdelivers due to missing strategic readiness elements
- Organizations that holistically and comprehensively develop a B2B social media strategy outperform their peers on social
- Performing a gap analysis against the following 10 readiness criteria and addressing weaknesses can improve your social media performance
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Perform a Sales Content Gut Check Before Launch
- Proactively inventorying, assessing and streamlining your content will have a direct impact on your sales asset management implementation
- Examine your content from both a buyer and seller perspective – and ensure both are well covered
- Great content aligns with the activities your sales reps are doing
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How Do I Choose a Content Marketing Technology?
- Content marketing technology helps a specific department or an entire organization operationalize the content lifecycle
- Content marketing vendors vary in many ways, including solution basis (platform/points), third-party content availability and digital asset management
- This blog post summarizes the landscape for content marketing technology vendors
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Content Marketing Tech Workflow Considerations
- Marketing teams are often burdened by manual processes for getting content reviewed and approved by stakeholders
- Most content marketing vendors have the ability to help manage workflows for the creation and review of content
- Adopting content marketing technology can help improve content operations and find bottlenecks in review processes
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Asynchronous Sales Coaching: It’s About Time
- Synchronous learning applies to programs delivered in real time and led by a live instructor (e.g. Web conferencing)
- Asynchronous learning is delivered on demand, without the need for a live instructor (e.g. instructional video)
- It’s time to extend the idea of synchronous/asynchronous to sales coaching focused on rep effectiveness
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What Is Content ROI?
- Marketing operations and content operations leaders need to think about three categories of measurement and insight
- The kitchen sink is the full set of metrics and insight feeds available to the measurement team for analysis
- The executive dashboard is a custom summary view anchored in the insights that inspired the measurement initiative to begin with
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Four Essential Jobs That Don’t Get Done Without Content Operations
- Content operations is an essential role within B2B marketing organizations of all sizes
- There are four essential jobs that don’t get done in organizations lacking a content operations function
- These four jobs are the librarian, air traffic controller, inventory specialist and analyst
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Content Marketing Technology: Image Considerations
- B2B organizations adopt content marketing technology to manage ideation, streamline processes and manage the publication/distribution of content
- The ability of a content marketing system to support your image needs is an important consideration when evaluating these tools
- The adoption of content marketing technology can lower the barriers for companies to adopt more visual content in their communications
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Sales Asset Management: A Growing Market
- Sales asset management (SAM) solutions are gaining in popularity
- With this growth has come a more difficult decision for companies evaluating these technologies
- This blog post talks about key considerations for this market
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Five Signs Sales Asset Management May Be for You
- Creating, managing, packaging, distributing and measuring the effectiveness of content can be a tremendous challenge
- Five sales content issues stand out as reasons to consider a technology solution
- Organizations must develop a rigorous sales content strategy that aligns across marketing and sales
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Tips for Reviewing RFP Responses From Agencies
- Judging RFP responses is a critical step in the service provider selection process
- It is important to allocate adequate time to review RFP responses so that you’re not rushed in reviewing all of the documents
- Make sure to keep these five things in mind as you review RFP responses to get the most value from your efforts
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Three Questions to Help Create a Killer Agency RFP
- Building RFPs for service providers can be a daunting and time-consuming task
- There are benefits in viewing the RFP as a tool to uncover more about the service provider’s approach and potential chemistry
- Evaluate your RFP through three lenses to attract the types of service providers you want to work with
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Simplify, Focus and Execute
- Simplifying, focusing and executing can help those strategic projects that somehow always get sidelined come to fruition
- Challenging your team to utilize these three steps as an approach to one of your current programs could yield incredible results
- The SiriusDecisions consulting team is a great resource to assist you in operationalizing your project plans
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The Four Telltale Traits of a Modern B2B Business Culture
- The implementation of best practices can often be hindered by cultural issues
- Successful modern B2B businesses are authentic, collaborative, audience-centric and digitally savvy
- Change in organization culture is a strategic imperative that must be acknowledged by everybody in the organization
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Why Poor Audience Prioritization Is Killing Your Content Marketing
- With B2B companies pumping out so much content, you must ensure you are creating the right content for the right audiences
- Otherwise, you are just adding to the cacophony of content that is quickly becoming the standard for B2B Web experience
- In order to gain mindshare, leads and new customers, you cannot be all things to all people – and neither can your content!
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If You Stop Training the Sales Reps, Will They Stop Selling?
- If you stop training the sales reps, will they stop selling?
- The heart of the matter is: Can you ever definitively tie enablement to sales results?
- You can tie enablement to defined measurable outcomes if you focus on the specific initiative or tool and clearly map the path
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Willy Wonka and the Sales Enablement Challenge: “So Much Time and So Little to Do”
- Successful sales enablement professionals have learned the art of leveraging Other People’s Money
- At the heart of most sales enablement charters is a sales onboarding program to support the growth goals of the organization
- SiriusConsulting™ has also developed a Sales Onboarding Assessment project to conduct a gap analysis of programs against the model
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How IBM and Illumina are Tackling B2B Content Complexity
- More than half of B2B organizations don’t have a unified process in place to plan, produce, manage or measure content effectively
- As a result, 60 to 70 percent of the content creation within B2B organizations goes to waste
- Three primary content-related issues are unfindability, irrelevance and low quality