The CEO of PandaDoc shares his best tips in "How to Enable Sales with the Right Content"
Hello everyone! I’m Mikita and I am the CEO of PandaDoc, the future of business documents. We help thousands of companies deliver better quotes, proposals, contracts, and other kinds of sales collateral.
The goal of every sales organization is increase revenue. There are two ways this could be done: by improving the skills of sales reps or improving the sales process.
PandaDoc has been a part of many success stories where sales and marketing worked together to increase revenues by 5, 10, 20, 30 and even 50%. This collaboration improved both the skills of the reps as well as the sales process. And this success didn’t require a lot of work or resources. The answer was empowering sales with the right content.
I’m excited to share with you my tips and tricks on how you can increase your revenue by arming your sales team with the right content. During the next 60 minutes I’ll be posting my insights in 3 parts and will be here live in the community answering your questions. Please post your questions below (don’t forget to login). If you’ve had success previously in enabling sales with the right content, I would love to hear from you!
In order to make this a successful effort by both teams, they are going to have to work together. Sales enablement is an area in which sales and marketing can work together and build a long-lasting partner relationship. In order to do this, there are some pieces of content that sales can help marketing with and vice versa.
Let’s take a look at what types of content sales must have and would benefit from involving marketing:
- Sales Playbook: This is an essential piece of content for any sales organization. A sales playbook details the sales process, the tactics or methods a sales rep should use to close deals and also outlines their objectives and metrics for measurement. The Aberdeen Group reports (2015) that organizations with a sales playbook have a 67% team attainment of quota and a customer retention rate of 56%. The key benefits of this piece of content for sales is that reps will be onboarded faster and marketing will be happy that the messaging sales reps are delivering aligns with the organization’s brand. Marketers need to make sure the sales process is smooth because they have to control the buying journey. Interaction with sales is an important part of it. Marketing can also assist sales by shaping up the playbook with appropriate visuals, elaborate on products or services, the value proposition, etc.
- Exit Surveys: These are essential in learning more about your sales process and organization. Exit surveys can give you deeper insight into delays in your sales cycle and what messaging is working and what’s not. You should always be asking your prospect or, hopefully, your customer if the deal closes, about the rep who did the demo or deal, their experience throughout the entire sales process, and the reasons why they bought or didn’t. These surveys will give you deeper insight into where your sales process could improve, thus bettering your process and product for a smarter overall business.
Each of these pieces of content not only enable sales reps to be better, but are also key components of shortening sales cycles, increasing deal sizes and closing more business. Does your organization currently have any of these pieces of content in your arsenal of content? If yes, that is not all your organization needs. In the next part we’ll talk about the type of content marketing must do for sales.
There are vital pieces of content every sales team should have but are unable to build themselves. They simply don’t have the time or skills.
For the second part of our discussion, let’s chat about which pieces of content marketing teams absolutely must provide sales with:
- Quote, Proposal, Contract Templates: Every rep needs to send a quote, proposal, or contract in order to close a deal. Often times the process and results can be very messy. The messaging may not align or the design is ugly. By allowing marketing to provide sales with the ‘must-haves’ of a quote, proposal and contract templates, your sales team will be sending out collateral that contains less errors and looks beautiful.
- Battle Cards: Sales reps must know what sets their organization apart from their competitors. Battle cards are a great way to for reps to gain confidence when speaking with a prospect and give your products or services a stronger position. Marketing must stay ahead of the competition to better market your products or services and sales can assist by communicating what prospects are telling them about the competition. This improves your overall messaging and helps increase deal sizes and close rates when you have a leg up on the competition.
- Case Study Library: Case studies are crucial. It allows your prospect to put themselves in the shoes of your customers. The likelihood of a prospect becoming a customer when the case study directly relates to them is much higher. Sales can help marketing identify customers who are champions of your product and marketing can spend time with the customer telling their story which speaks to your audience. By having a library of case studies at the hands of your sales reps, it helps them build credibility with the buyer and gives them a better understanding of your organization’s buyer personas.
- Presentation Templates: Sales reps are not designers. Some are, but this is as rare as a Zebra without stripes. Marketing can save sales tremendous amounts of time by building a bank of slides sales can choose from thus assembling perfectly tailored presentations, instead of creating them from scratch. Moreover, marketing can ensure that sales won’t add copyright images from Google search, which they are notorious for doing.
When you have marketing enable your reps with these types of content, your reps can spend more time selling. I’m curious to know if any of you have any of these content items currently in their library or have considered implementing them within your organization? If so, what tools are you using to provide sales with that content?
Now that you know which pieces of content are needed to better align sales and marketing and increase your sales, you need the tools to put this content into action.
Some of you attending today’s session already have Insightly, which is a great CRM. If you don’t have a CRM, I’d highly encourage one so that you can better your sales process. Your sales playbook should be a reflection of the sales process you have set up in your CRM.
A great compliment to a CRM is PandaDoc. We can help with the organization and tracking of sales content. With PandaDoc, you can create a content library, quote, proposal, and contract templates, and measure which content performs the best. And since we integrate with Insightly, implementing both our tools should help you bump revenues by 5, 10, 20, 30, and even 50%. That is what our clients report.
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Thank you everyone for attending today’s discussion. This is a great topic that a lot of sales and marketing folks have a lot of knowledge and experience about that is difficult to cover in one discussion. Therefore if you only take three things away from this discussion it should be:
- Sales and marketing must work together.
- Marketing must invest in more bottom-of-funnel content.
- Investing in the right combination of tools such as a CRM coupled with document automation will likely increase your revenue.
Does anyone have any other tips on content enablement? I enjoy a healthy discussion so any additional points are welcome!