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Sales Management Association Webcast
5 November 2015
Presented by
Content Automation Trends: Is Your Sales
Content Keeping Pace?
© Copyright 2015 Sales Management Association.
The Sales Management Association
A global, cross-industry professional association for sales operations and
sales management.
Focused in providing research, case studies, training, peer networking,
and professional development to our membership.
Fostering a community of thought-leaders, service providers, academics,
and practitioners.
Learn More: www.salesmanagement.org
Slide 2© 2015 The Sales Management Association. All rights reserved.
Slide 3© 2015 The Sales Management Association. All rights reserved.
Today’s Presenter#SalesContent
Sales Content: The New King
Confidential - Not for Distribution 5
Polling Question:What best describes your role at your company?
Sales ManagerProposal/Bid Manager
Content/Marketing ManagerSales Operations
Executive
CONTENT – What is it?
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Inbound Marketing
Video & Social
Sales Collateral
Sales Proposals
RFP
Responses
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Periodic Table ofContent Types
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Proposals 67%
Presentations 63%
RFP Responses 60%
24%
36%
26%
11%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Poor Fair Good Very Good Excellent
Persuasion - How Well Organizations Measure Persuasion of Content
© 2015 The Sales Management Association. All rights reserved.
Confidential - Not for Distribution 11
78%Feel sales content is
VERY IMPORTANT to the effectiveness of their
sales reps
50%Say data and content in
sales assets is only SOMEWHAT ACCURATE
© 2015 The Sales Management Association. All rights reserved.
Confidential - Not for Distribution 12
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Content Automation
Content Automation:Content, noun1. something expressed in written form
Automation, noun1. system of operating, standardizing, or
controlling a process
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Access
Assemble
Deliver
Measure
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Access
© 2015 The Sales Management Association. All rights reserved.
© 2015 The Sales Management Association. All rights reserved.
Confidential - Not for Distribution 19
Access
Portals
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"Ten years from now we're going to look back and recognize that search-based content discovery was broken."
The #BigReverse; Dries Buytaert
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SearchSearch
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Assemble
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Personalize
3%
18%
30%29%
20%
Never Rarely Sometimes Often Always
How Often do Organizations Allow Customization of Content
© 2015 The Sales Management Association. All rights reserved.
Confidential - Not for Distribution 25
Scalability
Standardize Personalize
Ability to Scale
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Deliver
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Measure
Measure
12%
32%
20%
25%
12%
Never Rarely Sometimes Often Always
Do Organizations Measure the Effectiveness of Content Produced?
© 2015 The Sales Management Association. All rights reserved.
Confidential - Not for Distribution 29
Access
Assemble
Deliver
Measure
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• Where reps spend majority of time
• Eliminate duplicate data entry
• Provide content in context
30
Access
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• Pull from central library
• Piece existing content together into tailored, finished documents
• Simple yet robust workflows
31
Assemble
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Deliver
SF1 Mobile
Easy distribution to sales & customers
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Measure
• Easy visualizations
• Faster decisions
• Advanced data analysis
http://bitly.com/CATR2
Questions and Discussion
Slide 35© 2015 The Sales Management Association. All rights reserved.
Enter your questions in the
“Questions” box on the right
hand side of the webinar
application window.
Did we run out of time before we got to your
question? Presenters can follow-up with you via
email. Feel free to submit more questions if
you’d like an offline response.
#SalesContent
© Copyright 2015 The Sales Management Association
Thank You.
Integration
Slide 37© 2015 The Sales Management Association. All rights reserved.
How can sales become more
integrated into the content
creation process?
#SalesContent
Ratings
Slide 38© 2015 The Sales Management Association. All rights reserved.
Do you recommend asking customers
for ratings or feedback on content?
How else do organizations measure
content effectiveness?
#SalesContent
Trends
Slide 39© 2015 The Sales Management Association. All rights reserved.
Do you see video playing a more
important role in content? What
other trends do you see in the use
of different kinds of content?
#SalesContent
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