The technological revolution of recent years has changed the way commercial content is generated and used.
In a company, content management is one of the main functions of the marketing team. The content generated is disseminated through the company's different channels and mainly fulfils two purposes: to consolidate the brand image and to attract potential customers.
However, the content generated by the marketing department can have another important function, which is often forgotten:
To be used by the sales team to achieve sales.
Currently, customers have changed the way they make their purchasing decisions. B2B companies face a self-taught customer, who makes great use of commercial content before, during and after the visit with the salesperson.
Therefore, now more than ever it is important to know how to make the most of the content generated by the marketing team and to optimise the commercial content shown to the customer.
Problem: disconnection
However, a problem often faced by B2B companies is that there is a certain disconnection between the marketing department and the sales department.
When a company is not digitally transformed, it happens that much of the work carried out by the marketing team is not used in sales.
Thus, while the marketing department spends a lot of time generating information and content updated to the brand, the salespeople then do not show it. And this ends up harming the company's sales results.
Therefore, one of the main challenges currently facing marketing departments is this lack of communication with sales. How can this be resolved?
Solution: digital Sales Enablement platforms
The key lies in Sales Enablement platforms that allow the channels for managing, administering and distributing content to be unified. Thanks to them, a unified content system can be created, previously validated by the Marketing team, which the sales team can use.
Thus, feedback is produced between the departments that benefits both and allows a good brand image to be built:
On the one hand, Sales can offer a good customer experience by showing optimised and updated content. On the other hand, Marketing can improve, adapt and update the content to the sales pitch being carried out.
Furthermore, a correct digitalisation of the company allows this content to be channelled. That is, ensuring that the content most suited to each situation reaches the salespeople at the best possible moment.
Finally, a digital Sales Enablement platform also entails an optimisation of the functions of both teams, since it allows the real use of the content to be measured and action to be taken based on the results.
Why is it necessary to make the most of marketing content?
If you are wondering why it is important for the sales team to be able to make the most of the content generated by the marketing department, here are some of the benefits this can bring to your company:
- Improved customer experience. You can achieve better sales thanks to customer satisfaction with the content provided (updated and optimised).
- Personalisation of customer service. Salespeople have a greater possibility of personalising the content according to the customer segmentation, always in collaboration with Marketing.
- Capacity for continuous improvement of content. Thanks to obtaining objective data on the use of materials in sales visits, the effectiveness of the content can be measured and updated accordingly.
- Potential savings. A good digital platform allows the reduction of management and printing costs for materials. In the long run, you could also save on costs to maintain the level of satisfaction of customers and departments.
