In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Chris Skura, Founder & CEO of WHUT.

Nancy: Why does the industry need your solution?

Chris: The essential problem that we solve is helping sales professionals to find the right content. WHUT is a sales content management solution; it’s really that simple.

Content volumes are continuing to grow exponentially and customer expectations are such that you need up to the minute accuracy. Anyone that has a sales responsibility today can tell you how much time is wasted looking for content. We want to simplify the content process and empower sales professionals, we want to improve the way you and your teams publish, present, share, and analyze content.

Nancy: Why should it be prioritized above other options?

Chris: I believe that sales content management serves a real need in the market. Content is at the heart of the sales process. When sales professionals are forced to waste time searching for the right content, or when marketing fails to analyze content usage and success, it is at the cost of valuable resources and revenue.

The ROI from a sales content management solution is straightforward; WHUT improves the efficiency of your sales process and content creation with very little investment in time or money. Every sales solution should provide companies with a ROI; my personal bias would be to choose a solution where ROI is easy to measure and doesn’t require a “leap of faith” to understand.

Nancy: What are the symptoms that indicate an organization would benefit from your solution?

Chris: They symptoms are:

  • Sales professionals are wasting valuable selling time searching endlessly for content
  • Marketing teams are complaining that the right content isn’t being used
  • All departments are lacking insights into which sales content is ACTUALLY used
  • Your current sales cycle is over-extended and inefficient
  • Sales professionals are struggling to win because they don’t have the right content

Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?

Chris: Well, content plays a crucial role in all but one stage of the hierarchy (Knowing Who to Sell to). Therefore, content is a fundamental element to the entire sales process. I believe that a Sales Content Management solution is essential for modern sales and marketing teams, especially once your content increases in complexity or volume.

Sales content management definitely shines when you’re engaging with prospects, communicating value, and closing deals. With sales content management you can instant conduct online meetings, create customized presentations, utilize engaging interactive content, and align your solution to your buyer’s needs.

Nancy: How mature is a typical organization’s sales stack before adding your technology?

Chris: We find that our customer’s benefit from implementing our solution in the early stages of building their sales stacks. They should really be looking at their Sales Content Management with equal priority to their CRM.

Content management is essential for both sales and marketing teams as it allows for effective content publishing, presenting, sharing, and analyzing.

Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?

Chris: We recommend integrating WHUT with your CRM system for improved content consumption and data insights.

For example, if you’re using SalesForce we can pull your contact directly from SalesForce and our predictive analytics will tailor your content library to show recommended content for that contact based upon previous sales calls, their buyer persona, the industry they work in, and so much more. This way your sales professionals always have the best content available. Additionally, WHUT removes the need for dull admin tasks. We automatically log and update your CRM customer profiles with detailed and accurate sales call information, and we provide you with a timeline of past interactions and content usage.

We also offer email integration for Gmail and Microsoft 365. You can send content to your customers directly from our app without ever losing valuable insights; all content views, email opens, and shares are tracked within our system. You can also create custom email templates to ensure that all of your messaging is consistent and on-brand.

Nancy: What are some of the challenges your solution solves for Marketing/Sales?

Chris: The main challenge sales and marketing face is managing content and providing insight.  A simple way to look at how Sales Content Management, and specifically WHUT, would solve this challenge is by watching the “symptoms” disappear.

  • Sales professional waste less selling searching for content
  • Marketing can be confident that the right content is being used
  • Valuable insights are gained into which content that is ACTUALLY used and how
  • Your sales cycle will become more efficient and shorter
  • You can rest easy knowing that the best content is being used for every sales interaction

Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or purchase considerations?

Chris: I’m a little biased but my first recommendation would be to visit our website whut.com.

I would also recommend that you check out these resources, as they could be useful for your decision making process:

  • White Paper: Sales Apps Build or Buy?
  • Animated Video: Welcome to WHUT
  • Blog: Four Step Model for Digital Sales Success
  • White Paper: Managing the Content Avalanche
  • Short Video: Recommended Tool of the Week