Today, 73% of marketers report their materials are not being used by their sales team. In a time when marketers are charged with showing revenue impact like never before, this is a scary statistic! What’s even scarier is that despite marketers’ best efforts, recent studies show 47% of sales reps are still making their own marketing materials to send to prospects. If sales reps aren’t focused on what they do best – engaging 1-on-1 in sales conversations with buyers – their time is being wasted and potential revenue is going down the tubes.
It’s common sense that your messaging must support your sales cycle. Yet, upon closer examination, it becomes clear that the majority of companies, and the Sales and Marketing executives that run them, don’t follow this “common sense” principle. They don’t align their messaging with the phases in their sales cycle.
The good news is, we have a recorded webinar “Valuable Message Development & Delivery in the Context of Sales Enablement” you can view, sharing expert insights and best practices from Forrester Research, VMware, Intel and our own company designed specifically for Sales and Marketing professionals looking for a solution to the problem we outlined above.
Create Content Using the Forrester Message Framework
The starting point for creating valuable content is a framework of your buyers’ varying information needs across their journey — from recognizing that they have a problem to settling on how to solve it. In B2B marketing and selling content is part of the overall message being communicated to buyers; in addition to sales conversations between sales people and the buyers. Forrester has developed a Message Framework model so that you can:
- Review the content you have already created to choose what to keep or update.
- Plan the development of new content that maps to the customer model and problem-solving process.
- Manage and deliver content in a way that sellers can readily apply at the right time with the right audience.
The Message Framework also generates a series of Content Audit checklist tools that can be used to ensure that your message is on target, on time and in context. Many B2B marketers have now got the point about the importance of doing content marketing.
But Make Sure Sales Is On Board With Your Content
Creating and distributing great content without involving the sales team is going to be, at the end of the day, destructive. Buyers expect to hear one message consistently from all sources. If Sales does not agree with the content, or feels left out of the process, they will also create hurdles to success.
Nail Down Best Practices – Watch the Recorded Webinar
Watch this online session to learn best practices for building a collaborative sales enablement content strategy and discuss how new innovative platforms can support this process. Guest Speaker Peter O’Neill, Vice President and Research Director at Forrester Research Inc., will share the Forrester Message Framework model so you can:
- Review & plan the right content that maps to your customer model and problem-solving process
- Manage & deliver content that sales reps can readily apply at the right time with the right audience
- Hear real world stories from VMware and Intel on the tools they use to gain success
Download Now – we promise it’s worth your time!