“Why re-creating content again and again? Why ending up with multiple versions of the same content across your enterprise? There’s a way to create a sustainable content base for your enterprise. BizSphere content re-use and single sourcing technologies allow you to plan and execute your content production in an organized way enabling content consumers to auto-generate the documents they need, when they need it – instantly and on-the-fly.”
This goes well beyond slides libraries! Basically brings it to the next level by breaking up slides into what they call ‘content nuggets’ and using web 3.0 concepts to auto-generate customized files out of a mind-bobbling number of possible combinations. Saves real dollars / time normally spent on designing PowerPoint or other doc types. No more outsourcing to graphics agencies. Just pick the template and hit “generate”. The result will be polished and include cross-selling opportunities and case studies from the chosen country…
‘Six issues that content and inbound marketing technology fails to address’ from Wednesday, April 15th, 2009:
“[…] Generic content does not work anymore, you need to address each stakeholder, if you are selling to a CIO, CFO, HR, you need specific content to address their business requirements.”
Sales 2.0 Technology – Real Opportunity or Sales SOS? March 21, 2009 by Darren Cunningham, Director of Product Marketing at LucidEra.
“[…] make my sales team more effective, not just efficient?
According to a recent IDC study (Don’t Understand Sales Enablement? You’re Not Alone!, 2009) 57% of customers feel that sales reps are not sufficiently prepared about the solution they offer, the country they are in and the industry the customer is working in. Therefore, by providing the seller with the latest and most specific content and experts within the organisation can help him prepare faster and better before his/her pitch.
Cross-Referencing the own offering portfolio (this product can be sold with this service, logistics say that this product is often shipped together with that product, etc) can enable up-selling as well.”
2 thoughts on “creating content for the salesforce”
Paul, great post, we have entered a period of hyper-competition, companies who educate and editorialize the business value and unique differentiation of their solution will stand above those who do not.
Role based content is only part of the equation, our mantra is people may buy in one week, one month, one quarter or one year. Context, addressing each buyer and educating them where they enter the buying life cycle is crucial.
This approach builds “conversational” content that creates thought leadership.