Last week we discussed the latest research regarding content analytics, how many organizations actually do it, and why nearly 80% of sales enablement teams do not consistently and regularly assess feedback and track content usage, consumption and impact. Today let’s focus on the pitfalls you...

How do you know what pieces of content are effective? Do you use the analytics features of your new sales enablement content management solution, or your CRM? Or do you simply ask your sellers and managers? Maybe you’re not doing either. If not, you’re not...

Last week, I discussed the need for sales enablement leaders to have a content strategy that covers the entire customer’s path. Based on our 2018 Sales Enablement Study (requires membership), only 32.7% of enablement teams have implemented such a content strategy.Only this one-third with a...

Imagine you have many cooks in the kitchen who all contribute to the menu. No doubt, you need a strategy and a solid plan to get things orchestrated across all cooks involved to ensure an excellent menu, on time and delicious. That’s what a chef...

Salespeople need a lot of content along the entire customer’s path. Where does it come from? “From marketing!” is a common response. However, marketing does not create all (!) the content salespeople need. We first asked our study participants this question in the 2016 Sales...

Last week, we discussed customer engagement and its role in sales enablement, based on my session at the Sales Enablement Society Conference in Denver. Today, let’s have a look at the components of customer engagement. Let’s build on where we stopped last week:An encouraging number,...

It’s a simple question. How do you share content, all the various digital pieces of content your salespeople need along the entire customer’s path, with your sales team?In this digital age with its abundance of technologies that could help with this challenge, you might assume...

 Last week, I had the pleasure of working with MBA students at a German university regarding all things sales enablement. Fachhochschule Reutlingen is one of the rare universities that offer an MBA program that includes sales, in close collaboration with a few technology companies that...