Sales coaching is a critical part of having an efficient, effective sales process, and it’s an integral part of a marketing team’s overall role, yet many marketers don’t think sales coaching is a part of what they do.
The truth is, marketers inherently have a role in sales coaching when they craft messaging and create content. But many marketing teams, by focusing solely on messaging and content creation, are missing out on big opportunities to significantly improve their company’s sales process.
Simply checking off the content creation box and making the collateral available to sales reps is not enough to compete anymore.
More and more marketing teams are falling behind because they are not providing accessible content or the data needed for meaningful sales coaching.
Making your content accessible and intuitive to use in the field and providing data-driven sales coaching are game-changers for companies that rely on field sales teams.
Here’s how taking advantage of these 2 opportunities can help your marketing team make a big and positive impact on sales and change the way marketing is seen and heard.
Making Content Accessible, Not Just Available, to Field Sales Reps
The content hubs that emerged over the last 2 decades to address the problem of siloed content have done a good job of helping marketing teams make sales content and tools available in one central location.
Unfortunately, they don’t solve the problem of how to make content readily accessible and easy to use in the field by sales reps who are busy trying to build relationships with prospects.
The old platforms are certainly better than having sales reps trying to show a lead a demo on your website and then searching around their device for an outdated spec sheet, but they still leave field sales reps fumbling through file folders – looking unprofessional and unprepared.
Plus, many of the old platforms rely on sales reps having access to Wi-Fi, which isn’t always available or reliable in the field.
Field sales teams are hard to equip using old technology that’s not designed for how they work on the road and face-to-face with prospects.
Modern sales enablement technologies, such as StorySlab, on the other hand, are purposefully designed to push content to your sales team, and they use AI and machine learning to suggest relevant content to promote natural, consultative sales conversations.
StorySlab also makes all of your sales content and tools accessible offline, so your sales reps are never left empty-handed.
Providing Data and Data-Driven Coaching to the Sales Team
What happens after your marketing team launches a new campaign or crafts new messaging? Do you know how the field sales reps are using the content? Are they using it at all?
Periodically analyzing the best sales reps, as well as when, how, and if content is being used, is a critical task for marketing teams. It helps marketing teams produce better, more effective content, prove content ROI, and even pivot when needed.
If your sales team works well with your marketing team, you’ll have plenty of anecdotal evidence related to your content, but can you rely 100% on what you’re hearing? It’s not that sales reps can’t be trusted – they’re just human. It’s also difficult to use this type of feedback to train others or back up the validity of your training points.
Content usage and content engagement data that are provided in real-time through a modern, intuitive platform can help you see what content is actually being used by reps, what stage of the conversation it’s being used at, and even when your prospect is primed to buy thanks to e-mail and digital leave-behind tracking.
With such powerful data in your marketing team’s hands, you can provide sales reps with something truly transformative: data-driven coaching. With actionable insights, you can help make your sales process efficient and repeatable.
Data-driven coaching becomes a simple task with a sales enablement platform like StorySlab. You can discover insights about your sales team as a whole as well as which individual reps are doing well so you can train everyone to perform like your top sellers.
Harness the Power of Accessible Content and Data-Driven Sales Coaching
Enhancing the accessibility of your sales content and providing data-driven sales coaching will not only allow you to prove and improve your content ROI, they will also have a direct and profound impact on the credibility of your marketing team.
If you’re ready to radically enhance your company’s sales process, StorySlab offers an intuitive, modern sales enablement platform designed for the unique content accessibility needs of field sales teams. Plus, our team works with you to quickly build an app tailored to your specific sales process.
With the StorySlab platform, you can build coaching modules to house all of your playbooks, quizzes, and training documents in a place where clients won’t see them. And, you can track the training progress of your reps to see who needs additional training.
StorySlab also integrates with your current CRM, file management system, and DAM to create a one-stop hub for presenting content and automatically tracking content usage, content engagement, and other metrics during sales conversations. So, there’s no need to eat the cost of the investment you’ve already made in tech like Salesforce, Dropbox, or SharePoint. StorySlab enhances your existing sales stack.
To learn more about how StorySlab promotes dynamic sales conversations and gives marketing leaders insights to optimize and streamline the sales process, book some time with our team today.
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