If you’re going to invest in sales enablement software, make sure it delivers comprehensive insight into all of your content, analysing and reporting on its performance at every opportunity.
Make sure you can see how every piece is deployed, in every department, and how that content performs across the board.
Because not all content is created equal, as the team at Red Points found.
In our latest case study, we learned how their existing sales software wasn’t providing the analysis and statistics they needed.
“We weren’t getting any insight into what happens with the content. We weren’t tracking content in terms of what sales did with it.”says Lisa Sedlmayr, Web Producer at Red Points.
So they switched to Data Dwell, sales enablement software that could deliver the insight and analysis that Red Points needed.
You can read all about why Red Points made the change and how it benefited them here, but we’ve pulled out the seven compelling reasons why they wanted their software to report on content.
1. Marketing can see which content works, and which doesn’t
When your sales enablement software tracks every piece of content your sales reps – or anyone else in your organization – shares with prospects and customers, you can see exactly which types work and which don’t.
You can see which are read and shared, which help a prospect move to the next stage of the funnel, and which get ignored.
Like Red Points. They found that the 30+page market research report they were sharing wasn’t being read.
2. Marketing can produce more effective, revenue-generating content
When you know how your prospects and customers react to your content, you can make informed changes to improve it.
You can stop wasting time producing content that goes unshared or unread, and instead focus your efforts on the types of content that make money for your organization.
Knowing that their 30+ page document wasn’t any use to their prospects, Red Points were able to produce shorter content that had a bigger impact, like one pagers and mini brochures. They saved money, time and effort on the intensive market research reports, and created content that helped their prospects to convert.
“We started to do a lot less market research, and invest more time into one page brochures that focused on customer pain points. It’s more effective and it reduces the time and effort we need to spend on content pieces.”
3. Revenue can be directly attributed to individual content pieces
And because Red Points could track exactly how each piece of content was used by their sales reps, and how it was engaged with by prospects, they could directly attribute revenue to it.
If you know that deals are more likely to close when a certain piece of content is shared, compared with those when it isn’t, you can assign a direct monetary value to that content.
4. Sales reps can see which content helps them close more deals
That insight doesn’t just help marketers produce better content; it helps sales reps close more deals.
When reps have the statistics on how their prospects interact with content they can see what’s useful and what isn’t.
They will recognise that when they share a personalized ebook or a specific case study, they get better responses from their prospects and it’s easier to close the deal.
5. Sales managers have oversight of how many touchpoints their reps make
Sales enablement software reporting isn’t just about how customers interact with content; it’s also extremely useful for managers to see how their sales reps are performing.
If a rep has poor numbers, managers can see if that’s just because they’ve been unlucky with leads or if it’s because they’re not sharing content. They can track how many touchpoints a rep makes – and understand how that impacts conversion rates.
6. Sales managers can replicate the best results across all teams
When sales managers have insight into how their reps are using content, they can quickly identify those who are getting the best results.
And then they can replicate that approach with everyone else on their team.
They can deliver training guides or cheat sheets that show reps which content they should share – at which point in the sales funnel – to maximize their chances of a closed deal.
That’s what Red Points did.
“Our SDR manager has a dashboard directly in front of him so he can see all the activity of his team and understand who has the best open rates, with which content, so this behaviour can be duplicated across the team.”
7. Customer Success can see which content Sales have shared already
Lastly, when your sales enablement software reports on content, and provides detailed analysis into which content was shared with which prospects, everyone’s on the same page.
When Customer Success takes over, they can see what’s already been shared with customers. They can see whether it’s been read or not.
So if a how-to guide was shared but not opened, Customer Success can remind a customer that this document will help them get started. If a product walkthrough wasn’t sent, Customer Success can add value during the onboarding process.
Not all sales enablement software is created equal
If your sales enablement software reports on your content – with detailed insight and analysis – then your organization will benefit.
We’ve detailed seven ways your teams can use content reporting to their advantage – driving more revenue for your organization – but there are many more.
As Red Points found, not all sales enablement software is created equal. Even some of the biggest software providers can’t deliver the insight you need.
But Data Dwell can. See how.