6/29/2016 Interview with Skura
Let’s Get Real.
In this series, we interview sales tool providers and get real about the problems they’re solving and why you should care (or not).
Nancy: I ask guests to answer the first question using what I call the “You know how…” format. Tell us, what does your solution do?
Kevin: You know how marketers are creating content for sales reps to use in the field; while the volume, velocity, and variety of content grows, sales reps are still confused about what to do with it, why it matters, who it’s for, when to use it, and where to find it. Sales reps simply don’t have the time to waste on searching a huge database of material hoping to find something valuable.
Meanwhile, buyers are contacting sales reps later in the decision journey, and they are using multiple devices and operating systems interchangeably. Sales reps never know if the content that they’re sharing is being used or seen by the buyer. Sellers are stuck in the middle – too much content on one side and too many channels on the other.
This is where SKURA comes into the picture. SKURA provides you with one platform for your entire content library, making it easy to search for and access any digital asset used by your company.
- Marketing teams can organize content by industry, decision journey, etc. and limit content access to only those who need it.
- Sales reps can customize their libraries with playbooks and tags, tailoring libraries for specific users or teams of users.
- Any content type in SKURA can be shared to any device, so sellers can focus on selling rather than worrying if their buyers were able to open an email.
- Finally, SKURA keeps track of CRM data for you. Sales teams are provided valuable insights into which content the buyer engaged with, and what they should focus on in the future to further sales discussions.
Nancy: That sounds like a problem worth solving (and a worthy solution). But let’s get real, sales and marketing organizations have a lot of challenges and they have to make choices about which to solve first. Why shouldn’t they continue with things the way they are if they’re getting by? What are the ramifications of not solving the problems you outlined?
Kevin: Honestly, the biggest problem is alignment. It’s one thing to acknowledge that sales people need help organizing their content, but why are marketers creating content that the majority of sales people aren’t using?
This problem goes deeper than just sorting, most sales reps find that content is too generic or isn’t useful for the sales process. This means that marketing teams are continuously wasting time and money producing poor content.
Sales enablement keeps track of which content sellers are actually using in the field, and whether that content is effectively contributing to the pipeline. If it can be measured, it can be improved, and sales enablement introduces measurement analytics into the marketing value chain.
Nancy: What types of questions should Marketers ask to decide whether solving this problem should be a high priority?
Kevin: Marketers should ask:
- Are our sales reps using the content we’ve created for them?
- Do we know which content was most effective for sales? Closing deals, or moving customers down the funnel?
- Do we know the ROI from our content creation and consumption? Can we afford to keep making content without knowing what was valuable?
- Are our sales reps creating their own content and avoiding ours?
- Do we know what sales reps need/want from marketing-created content in order for it to be valuable for them?
Nancy: What types of questions should Sellers ask to decide whether solving this problem should be a high priority?
Kevin: Sellers should ask:
- How much time do we waste each day searching for content?
- Is the content that marketing sends us actually valuable? Do we know when to use it? Or what the goal is?
- Is it easy to find and then share our content with buyers?
- Do we know what impact the content had on the buyer? Whether they found it useful or not?
- Do we have any input on the material that marketing creates?
- Are we wasting time creating our own material instead of selling?
- Are we able to add value for buyers using the content that the marketing team creates?
Nancy: This question is your choice. What do you want to answer that I didn’t ask?
Kevin: I’d want you to ask: “How do people know which sales enablement platform to pick?”
There are so many companies saying that they sell ‘sales enablement’ but which one should you choose? I think it’s important to choose for the future, not for today. SKURA is built to be future proof, meaning it scales and grows to any size, while providing maximum value.
When buying a sales enablement solution, ask yourself; how will this platform perform as I grow from 100’s to 1000’s of pieces of content? Will future content keep working – can it support HTML, can it open apps, does it integrate? Lastly, does this solution provide me with the best data – can I mine for more, are there limitations, and what are they?
Nancy: What should people do next?
Kevin: Consider your current situation, and think about future trends. We know that content marketing is going to continue, that buyers are becoming more mobile and fragmented, and that the best sales people work with the best data to understand their buyers.
Can you afford to keep creating and/or receiving a growing volume, velocity, and variety of marketing content that isn’t valuable? Will your current strategy for organizing content hold up over time? Can you still engage buyers while they switch devices? Can your current system keep track?
If you’re interested in learning more about how these factors come together in B2B sales, download a FREE copy of Chapter 1 in our eBook – A New Approach to Sales.