Post on 20-Aug-2015
Driving Sales Effectiveness
with Great Content
Jim Moliski
SVP Strategic Services
Launch International
Agenda
Content Is in Everything
Three Problems with Content
Three Transformation Models
Putting the Models into Practice
Problem #1: Product Overload
• Product/solution focus
• Lack of trend, problem, solution content
• “Checklist” mentality
Transactional selling
Small deal sizes
“Bake-offs” and discounting
Problem #2: Consistency
• Everything looks different
• Inconsistent quality
• Multiple out-of-date versions
Wasted time
Missed opportunities
Inefficiencies for authors
Problem #3: Context
• Limited understanding of sales
• Lack of early-stage content
• No “how to use” guidance
Missed opportunities
Small deal sizes
Low conversion rates
Model #1: Insight
• Identify 3-5 “big-picture” insights
• Link insights to problems and favorable outcomes
• Link out outcomes to your solutions
• Enable smarter conversations on insights
Model #2: Product/Solution
• Identify a “kit” of assets for each product/solution
• Develop prototypes and get feedback
• Create standards
• Train authors
Model #3: Process
• Analyze sales needs across a typical opportunity
• Identify high-impact stages or sales outcomes
• Develop a limited set of assets for that stage
Which Model(s)?
• There is overlap between models
• No more than two models at one time
• Consider one “major” and one “minor”
• Bigger portfolios = greater effort
• Plan for quick wins
Recommendations
• Use SAVO capabilities
• A little bit of content can yield big returns
• Ask content experts for help
Example Strategies
New Hire Ramp CRM Adoption Rep Efficiency
Insights+
Process
Process+
Solutions
Solutions+
Process
Example Strategies
Lead Conversion Sales Process Reinforcement
New Product Launch
Insights+
Process
Process Solutions+
Process
Example Strategies
Channel Contribution
In-person Engagement
Virtual Engagement
Solutions+
Process
Insights+
Process
Insights+
Process
Example Strategies
Proposal Automation
RFP Automation
Presentation Automation
Solutions+
Process
Solutions+
Process
Solutions+
Insights
Jim Moliski
Launch International
http://www.launchintl.com/
jmoliski@launchintl.com
708-512-9964