FOCUS #2: Look to technology and content tools

When it’s easier to create great content,
it’s easier to sell.

Great sales enablement isn’t just about putting the right content in the right hands to help salespeople close deals. It’s about finding creative ways of removing the barriers that stand between sales teams and a sale.

The content creation and publishing tools you choose can have a big impact on that. If they’re intuitive and make it easy for salespeople to personalize marketing-approved content or build their own visually striking proposal documents, they can have a huge impact on sales. If they’re not, they can create additional admin burden and push sales teams further away from their targets.

To enable what teams really need, your content creation tools or technology must support and enable four key things:

Modularity

Formatting

Aesthetics

Trackable

01. Modularity for speed and automation

Not every chapter or page of a piece of content will be relevant or interesting for everyone. By enabling a modular approach to content creation and curation, you can empower salespeople to grab what they need and put only the most relevant information in front of their prospects.

That also has a massive impact on the total value of each piece of content you create. Teams can grab modules from across multiple content pieces and create something entirely new, without having to write a single word of new copy.

02. Templates unlock branded creativity

When it comes to freedom to personalize content, sometimes less is more. By putting up digital guardrails, some content platforms help salespeople personalize content in ways that achieve their goals, without removing essential messages and design elements.

Those guardrails can also help speed up the personalization process, by guiding salespeople to the elements best suited to be edited or replaced—helping them make content as relevant for their prospects as possible.

03. Multimedia should be an easy addition

Salespeople aren’t designers. And when they’re in the middle of a fast-moving deal, they often don’t have time to give the visual presentation of the content they’re personalizing the attention it deserves.

Your content platform should make it as easy as possible to create great-looking pieces. With intuitive design capabilities and layouts that are tough to break during editing, salespeople can add or remove what they need from a piece of content without compromising its design or appearance.

04. Proven to capture attention and intent

We covered this a bit in focus #1, but salespeople aren’t content psychologists and shouldn't need to be in order to make attention-grabbing content or guarantee their materials are being read.

Rather than sticking with legacy formats that do not perform to modern standards, a contemporary content tool can automatically apply content psychology best practices to what teams create, without them having to become experts in an entirely new field.

Building the foundations of powerful digital sales enablement at Redstor

Better tools = more time = more sales

The average salesperson only spends about 37% of their time selling. The right content tool will reduce the time they spend on supporting tasks such as personalizing and adapting documents like slide decks or brochures, so they can focus on what they do best; selling.

The same can be said for enablement teams producing training resources that quickly become out-of-date, or marketing teams pumping out new collateral every time there is an update, rebrand, or spelling error that needs correcting. In the age of the internet, live-time editable digital documents are the future for communicating effectively internally and externally.

When Redstor’s new CMO joined the company in 2018, it marked the beginning of a complete sales and marketing transformation for the company. They devised a new digital content strategy, and choose Turtl as the platform to help them execute it.

Using Turtl, the company’s sales enablement team transformed the way they generate proposals, create sales collateral, and build ABM campaigns.

The platform helped them drive engagement with content, and better understand how and why that engagement was happening to create a culture of continuous content improvement and evolution.

By using an intuitive content creation platform like Turtl, enablement teams can:

Create visually impactful internal documents at speed that instantly grab the attention of sales teams and make them take notice
Harness the power of content modularity and mix and match assets and elements to create new documents quickly
Build content psychology into your internal training documents and communications by default, and give people what they really want to see

Read Redstor’s full story here