Most marketing materials are usually too broadly focused or too complex to help salespeople in the heat of the sale. Indeed, 80% of marketing content goes unused. In this Viewpoint,
John Aiello, CEO of sales enablement software provider SAVO, offers tips for creating types of content that will work better for salespeople and for tapping into the “black market” of content that salespeople develop on their own.
- Train marketers in the sales process so that they can write materials that fit the context of that process.
- Bring salespeople into the feedback loop as you create content—not afterward.
- Tap into the informal competitive intelligence networks that salespeople have created.
- Create automated metrics and quality rankings for sales content.