Although it’s one of his most memorable songs, Lionel Richie famously thought this refrain was corny at the start. 

“I actually went into this tuy nhiên not liking the song,” he told CTV News. But as he penned the lyrics, something clicked. “I fell in love with the song.” His fans felt the same – it peaked at the top spot on three Billboard music charts.

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It may be a ballad about a lovelorn soul who can’t find the right content – erm, words – lớn express themselves, but we think it’s so much more. 

In fact, teams can learn about their sales nội dung from Richie’s 1984 hit.

‘Cause I wonder where you are

Think about all the places your nội dung lives. Count everything in your shared drive, your intranet, your content management system, your knowledge database, your single-purpose applications, inside your reps’ heads… everything.

On average, a rep needs to use about six sales tools to bởi their job, but that number often reaches 11 or more. Searching through all that information takes time too – about 43 hours per month, according lớn Aberdeen. That’s a lot of waste, especially when reps only have three khổng lồ five minutes to make an impression with a prospect.

That’s why it’s so important khổng lồ make nội dung accessible through one place, lượt thích your Playbooks™. So the next time your reps are on that important call, they know exactly where to lớn go to find the nội dung they need khổng lồ move the khuyến mãi onto the next step.

And I wonder what you do

We all want our nội dung to vì something. We create it to help us be more effective sellers, make an impact, and making sales. But if we don’t create the right content, or if we aren’t measuring it against our KPIs, we can’t expect to see results.

Good sales content starts with setting good goals, from your company’s top-level objectives to the specifics your team wants or needs to achieve. Once you have those lined up, attach some success metrics & set deadlines for evaluation so you can track how that content performs over time.

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While we can’t give you specifics on how lớn evaluate your content – it’ll be pretty specific lớn your business – we can recommend you ask reps what pieces they use the most, which pieces have the most impact, & where there are gaps. Create more of what’s working and lose the rest.

Are you somewhere feeling lonely, or is someone loving you?

Here’s a shocker for marketing teams, but a run-of-the-mill fact for sales teams: most sales content created by marketing sits unused, lớn the tune of 60 lớn 70%. In other words: it’s feeling pretty lonely.

Obviously, creating nội dung that never gets used is a huge resource sink, but it’s a solvable one. A good first step? Bringing sales and marketing together to lớn understand each other better. After all, you giới thiệu many of the same goals, even if you approach them in different ways.

There’s likely quite a bit of overlap between the marketing funnel, your sales funnel, và your buyer journey. That’s another great place to start – looking for those similarities and creating nội dung that maps to each stage.

Tell me how khổng lồ win your heart, for I haven’t got a clue

We think a lot about finding the right content at guidogiordana.com. From shared drives khổng lồ knowledge-sharing platforms to lớn no organizational structure at all, we’ve seen it done well – và not so well.

What makes a solution stand out? A few things:

It prioritizes tìm kiếm over searching. Rather than asking reps khổng lồ navigate the wild xanh yonder of your nội dung management ecosystem (or lack thereof), they should be able khổng lồ access it from one port of entry. Plus, entering a search term and surfacing a result takes a fraction of the time that it takes to lớn sort through folders.It plays nice with your other tech. That one point of entry thing? A solution works best when it can reach into the services you’re already using to pull information, so reps don’t need to switch between windows. It remixes knowledge. No two searches look the same. That’s why reps should be able lớn find those key objection handling tips whether they’re searching by industry, khuyễn mãi giảm giá size, format or location. Và with robust integrations, this can happen without duplicating nội dung or changing the source.

With the right content solution, you’ll finish your song much like Lionel Richie did with Hello: “Let me start by saying, I love you!”