2014 is the year of the customer. And it’s about time! I mean, your customers are only the people that allow you to stay in business and have a job, right? It’s about time they get the attention they deserve!

Research studies done by organizations like Aberdeen, Forrester and Sirius Decisions show marketers and sellers are striving to create more impactful connections in the communications and content presented in both mass-market and one-to-one customer interactions. One way organizations can go about differentiating their message in the marketplace is through leveraging voice of the customer content throughout their sales and marketing processes. Crazy right – activating your current customers to convert your prospective customers to new customers!

Centralizing customer advocate collateral (be it testimonial quotes, case studies, video clips, success stories, etc.) in an easy-to-use sales enablement application that tracks customer engagement with that customer collateral and then writes the information back to sales software, like Salesforce.com, can also help achieve several other goals listed above:

  • Automatically match the most relevant customer content with Salesforce.com opportunities to gain a better understanding of which content is most relevant to use and present it in an innovative way
  • Track which customer materials prospect engaged with, and ultimately tie that information back to ROI of closed deals
  • Automatic tracking and alerts give sales a real-time understanding of what materials their prospects engage with during the sales process and which are most effective at moving deals to close.

Talk about killing multiple birds with one stone!

Contact us to see how RO Innovation’s sales enablement solution, RO|Enablement, can help your company meet sales enablement goals and maximize customer engagement effectiveness today.

Nichole Auston
Customer Marketing Director at RO Innovation
Nichole Auston is the Customer Marketing Director at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.