Building Blocks ofSalesEnablement4The

Engagement is the lifeblood of the sales conversation –an indifferent customer is a deal waiting to fail. And in our hyper-informed age, you can’t deeply engage your customer without content.

Every interaction with customers involves

content and more content –pitch decks, white papers,case studies and on and on.

To meet the insatiable need, marketing teams are churning out a sea of material. Sales teams are overwhelmed by it all and feel like they are drowning ... but still don’t have exactly what they need.

Everyone knows their content isn’t moving the sales process forward as effectively as it could and

should, but nobody is sure exactly why or how.

We have met with many, many customers to understand how they use content to drive sales. Most sales people

complain about three things that constantly hold them back from closing more deals.

Sellers Don’t Have The Right Content1

Your sales team should be connected to exactly the content they need – relevant, engaging, tailored to the current opportunity, and proven to be effective in moving the deal forward.

What really happens is that content is scattered across multiple internal portals, general purpose content systems,

and on their disk drives.

Search doesn’t work, half the items they use are out of date, nothing is scored to show how effective it is, and the main way

to find something is by sending email to another seller.

Customer Engagement is Invisible2

You sent three attachments to your customer,and you hope that it was what they wanted to see.

Did they open it? Spend any time on it?Which part of that sales deck really interested them?

You have no idea – once you ship it off,you are flying blind.

Marketing Can’t Tell What Works3

The marketing team is constantly under the gun to produce more content – white papers, battlecards,

case studies ... there is never enough.

Every day there are more requests and more complaints that the sales team doesn’t have what it needs. “We’re getting killed

by competitor X – give us something we can send!” “Where is the demo script to show off product Y?”

The marketers churn out item after item, and then ... nothing.No feedback, no data – did the sales team find it?

Has any customer ever actually seen it?Did they read it or ignore it?

Nobody knows ... but another dozen requests just came in,so marketing keeps grinding out even more.

Sales Enablement Platform

The purpose of a sales enablement platform is to solve thosethree problems, so that companies engage more effectively with

their customers and win more deals.

By supporting four key features,it closes the loop between marketing, sales, and the customer.

Sales contentManagement

CRMIntegration

Customerpitches

EngagementAnalytics

Sales Content Management with a modern search and browse experience.

We take it for granted that we can find whatever we need on the Web by typing a few words into Google. Behind the scenes, the magic of data science looks through billions of items to find what we want to see.

An effective sales content management system brings sales enablement

into the modern age. With a content system designed specifically for sales,

every seller can find what they need, organized specifically for them,

ranked by what is Most Relevant and what has Performed the best.

A Customer pitch service that lets you present directly to customers and track their engagement. Sellers are alerted the

moment a prospect clicks through to look at any of the content.

They can see exactly which part of the pitch caught the customer’s attention,

so they know what to focus on during the next conversation.

Engagement analyticsfor every step of the sales cycle.

Know the items that the sales team is looking at and what they are ignoring. See what gets pitched

to customers, whether it engages their interest, and which content influences the deals that close.

All content isINTEGRATED INTO YOUR CRM SYSTEM,including intelligent recommendationspresented within the opportunity so thatsellers don’t have to hunt aroundfor the best performing content.

Targeted Content shows each seller the best performing content for that specific opportunity based on customer type, size, industry and opportunity stage.

Particularly valuable in a more prescribed selling environment, the targeted content highlights exactly the items that a seller is most likely to need, with content scored based on how effectively it has performed in previous deals.

Together, these four building blockssupport the flow of content

from marketing to sales to the customer.

Sellers are connected to the best and most relevant content for each situation. They have flexible ways to present it to customers

and see if it is getting any attention.

Marketing can tell whether and how their content is actually being used and how well it is performing. Customers get better, more relevant,and more compelling content.

Which means that you will engage them more effectively, close more deals,

and drive more revenue.

Content is at the heart of the sales process,and now there is software to measure and

optimize it through every step of the buyer’s journey.

Highspot is the industry’s most advanced sales enablement platform. Across the sales cycle, Highspot scores and recommends content,

delivers real-time alerts on how customers are engaging with content, and provides advanced analytics so you can optimize your pitches and

content to win more deals.

www.highspot.com