How to Own the Right Content and Enable Sales

Recently I have observed several organizations dealing with content management issues due to the increasing pace of change with emerging technologies in the digital economy.  This article highlights how to purposely design ways to deal with the growing amount of content and ‘everchanging’ messaging in marketing and sales.

Let’s start by reviewing answering a few questions:

  • Are you spending more the majority of your time updating content?

  • Is the pace of change to the content outgrowing your capacity to revise and update sales enablement artifacts?

  • Are your customers complaining about the content accuracy produced by your team?

If you answered yes to any of the above questions it is time to purposely change how you are managing content. Many organizational departments are replicating but not aligning content which is causing confusion for customers. When customers find conflicting information on websites or hear something different from each person they interact with inside the company they lose trust and interest in continuing the buying journey. This also confuses sales people – if the content they are relying on to enable the buyer’s journey is inaccurate or in conflict they may not be able to close a deal. If you are not enabling the sales team to sell then what is the purpose of all the content you are building?

Here are a few ways you can own the right content for sales enablement:

  1. Identify what content your team is responsible for versus what other teams are responsible for – this will reduce the sheer volume of content that requires updating

  2. Take purposeful action to build a content management plan that incorporates where “gold copy” content will reside and how frequently it will be updated/refreshed

  3. Ensure that the “gold copy” content is easily accessible by your customers

  4. Collect content usage metrics and revisit quarterly to ensure it aligns with the pace of change and the needs of your customers

  5. Connect the dots for customers by linking to “gold copy” content owned by other departments instead of replicating or reproducing the same content in another website or system

As you began to clarify content ownership in your department make sure you incorporate the suggestions from my article on How Culture Shines a Light on Organizational Misalignment.  Remember the success of our change handling in the future depends on understanding and purposefully addressing expectations by identifying who should update and revise critical sales content through Role Clarity.

Jennifer Jacober