Organizing Sales Content

OrganizingContent I recently started guest blogging for Seismic Software, which will be a series of articles all focused on the challenges of sales enablement, with the first article being about why content creation is a challenge.

Related to the challenge I outline there is the understanding of how to best organize content for a sales organization. I’m sure there are many options for that, but here’s how I think about it:

Sales Presentations
– Customer-ready slides
– Training options so sales reps can get good at presenting the slides
– Guidance as to which slides to use when, why and to which audience

Product Materials
– Customer-ready videos, datasheets, whitepapers, etc.
– Price sheets, detailed info that may require an NDA, and other sensitive items
– Training options so sales reps can understand materials and the products

– What to know and what to discuss regarding the competition
– How to have the "build versus buy" conversation
– References to 3rd party product reviews, such as G2 Crowd for SaaS solutions

Sales Guides
– A variety of guidance and training options for topics, such as:
– Territory and account management
– Sales skills
– Role guides (SDR, SMB, Enterprise, etc.)
– On-boarding checklists and guidance
– Industry and information specific to your topic or solution areas
– Sales tools
– Partners (who, how to engage, when, etc.)

Resources by Sales Stage
– Many of the items listed above, but organized by sales stage and activity per sales stage
– Example documents and templates, such as an RFP template
– Training options so the reps can improve skills required for each activity in the sales process, plus opportunity management, CRM data entry requirements, etc.


Dreamforce ’14 Sales Enablement Sessions

Here’s my suggested list of sessions to attend if you’re in a Sales Enablement role and you’re attending’s Dreamforce event this year. There is certainly quite a bit of overlap on Monday, so hopefully these will end up being repeated later in the week if there’s enough demand. Look for me there!

Monday, October 13

  • Fastest Path to Pipeline – Best Practices for Inside Sales Teams at  9:00 AM – 9:40 AM
  • Gain Critical Selling Insights with Premium at  9:00 AM – 9:20 AM
  • Grow Your Own: Developing Salesforce Talent Through Training at 9:30 AM – 10:10 AM
  • Get More Sales Opportunities, Shorten Your Sales Cycle, Optimize Performance at 11:00 AM – 11:40 AM
  • Engaging, Motivating, and Training a Winning Sales Force at  12:30 PM – 1:10 PM
  • Grow Your Pipeline with Prospector at 1:30 PM – 1:50 PM
  • Sales Summit -5 Strategies CSOs Uses to Drive Results: Mark Hunter & Jill Rowley at 2:00 PM – 2:40 PM
  • Best-in-Class Sales Enablement Through Analytics and Mobile Apps at 2:30 PM – 3:10 PM
  • Effective Territory Management Using Salesforce at  2:30 PM – 3:10 PM
  • Hands-on Training: Automate Your Business Process with Visual Workflow at 3:00 PM – 5:30 PM
  • How Trains Its Fast-Moving Small Business Sales Teams at 3:00 PM – 3:40 PM

Tuesday, October 14

  • 12 habits of highly collaborative organizations at  11:00 AM – 11:40 AM
  • Social Selling: A Live Conversation with Jill Rowley and Koka Sexton at 4:00 PM – 4:40 PM
  • Six Simple Steps to Success with Chatter at 4:15 PM – 4:35 PM

Wednesday, October 15

  • Hands-on Training: Set Up Collaborative Forecasts at 1:30 PM – 4:00 PM