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• Multiple out-of-date versions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

Transformation Models

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

Strategies

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