Native Salesforce Digital Content Management
Be the Customer Champion with Digital Content Management
The most successful B2B sales and marketing leaders are disrupting their industries with sales enablement best practices that accelerate performance at lightning speeds. Salesforce has led the charge with SaaS-based CRM solutions that continue to transform the industry. At the same time, buyers have become much more sophisticated and they expect even greater levels of support from the sales teams that service them.
Supercharge Salesforce Instead
Despite investing in the Salesforce platform, many sales teams continue to be challenged by issues that obstruct sales velocity. These challenges are compounded because technology-savvy customers have increasingly high standards, and explicitly seek trusted advisors over traditional salespeople. Sales teams need account intelligence that helps them become trusted advisors. And they need great content that embraces the customer’s journey and improves their buying experience. Disruptive sales leaders can now empower their teams with great content via Spotify-like playlists that enable reps to move deals forward. These capabilities have traditionally been handled outside of the native Salesforce platform. Until now.
When it comes to landing and expanding major deals, research reveals today’s sales teams are often seriously handicapped. Buyers expect more from their sales reps while these same sales professionals often struggle to gain important account intelligence and share information that will enable them to become trusted customer advisors in order to achieve aggressive quota and customer satisfaction targets.
We’ll take you step-by-step through the rapidly emerging discipline showing you how to quickly align your sales team around a content management strategy that’s optimized for all opportunities, regardless of solution or deal complexity, revenue opportunity, location or perceived constraints. As you’ll see, your objectives can be accomplished quickly, using the trusted Salesforce platform and a powerful combination of people, processes and native Salesforce apps that can out-perform every other sales initiative in your company.
Just Snap a Digital Content Management App in and Sell
And don’t worry… Native Salesforce Digital Content Management doesn’t require you to unplug everything you’re doing and start over. Quite the contrary. Simply snapping it into your Salesforce platform will immediately improve visibility, account intelligence, communication and performance. It’s a smart strategy that works inside your system to bridge the relationship and leverage assets between sales and marketing. Even better, it incorporates all existing account, opportunity and lead generation information, and leverages the investment you’ve made in Salesforce training and administration. We’ve seen many companies leverage digital content management to ace the customer experience and become trusted advisors. Whether your sales cycle is one-and-done, or land-and-expand, we’re convinced you’ll find this to be the smartest and fastest approach to driving greater levels of sales production. Together, Sales and Marketing can be disruptors.
Why Digital Content Management
The bottom line is that customers expect consistent, personalized experiences — and their loyalty is on the line. This applies to consumers and business buyers alike. According to the same Salesforce study, more than half (52%) of consumers are likely to switch brands if a company doesn’t make an effort to personalize communications to them, and 65% of business buyers say the same about vendor relationships. Smart customer communication and content enablement is the new standard.
Market Landscape: Sales and Marketing Join Forces
Innovative companies are transforming to meet the rising expectations of educated buyers. Digital Content Management apps help marketing teams publish sales-ready, customer-facing materials to salespeople, enabling them to develop and close business. Simply put: these apps improve engagement with prospects and clients, increase win rates and deal velocity, and grow deal sizes. According to a recent Salesforce Research study, 68 percent of marketing leaders say their company is increasingly competing on the basis of customer experience. While delivering a great experience requires attention from every aspect of the business, high-performing marketing and sales leaders are leading the charge. In fact, almost two-thirds of marketers say their team is leading customer experience initiatives across the business. And that number rises to 89% among top teams.
Essentials of Native Salesforce Content Management for Sales
Companies commonly purchase Content Management systems to improve the efficiency of content distribution to sales representatives, prospects and customers. Sales leaders require solutions that bring sales content directly into their sales process, offering content recommendations and next-step suggestions. At the same time, sellers need to understand a prospect’s level of engagement throughout their buying cycles. Marketing leaders also value these solutions to increase engagement with sales teams and for their content analytics capabilities. These solutions help them measure content effectiveness, particularly how their efforts affect revenue pipeline growth or contribute to winning opportunities. Content creators also need to track the use of digital sales aids throughout the sales process to measure effectiveness and meet regulatory compliance requirements.
Typical digital content management use cases can be summarized as follows:
1. Direct selling — Sales content is used to educate prospects and customers, evoking purchase decisions or enabling a buyer’s decision-making process. Inside sales representatives also use content to accelerate lead qualification processes.
2. Internal knowledge transfer — Sales and marketing content is used to communicate new product information to sales representatives, including sales training, onboarding and coaching.
3. Partner relationship management and distribution channel selling — Sales content is distributed to a vast array of partners, enabling them to market and sell more effectively.
Digital Content Management and Account-Based Marketing
Lately, sales and marketing teams have been gravitating toward an account-based selling and marketing approach. Doing so enables both teams to focus on a smaller volume of leads that are more highly qualified. This trend is becoming more popular as buyers prefer to educate themselves on a product before purchasing.
Addressing Distribution Channels at Scale
One of the key challenges that disruptive sales and marketing leaders are overcoming is the need to engage customers across diverse channels at scale. The ability to simultaneously share content in meaningful ways across multiple routes to market and customer touchpoints is highly rewarding for innovative teams who have successfully cracked the code to unlock customer attention and trust.
Providing greater levels of customer experience may be the norm for service teams, but it’s often a newer focus for sales and marketing teams. Winning new business today is more about understanding a customer’s unique characteristics — and ultimately becoming a trusted advisor. In fact, high performers are also 4.4 times more likely to be satisfied with their ability to engage customers across channels at scale.
Since high-performing teams’ top challenge to creating a great customer experience is getting a shared, single view of the customer, the need for marketing and sales alignment has never been greater.
Account-Based Marketing Personalizes Sales Relationships
At the same time, selling to more informed buyers is not easy. Adjusting to this new reality is proving difficult for many sales teams. In fact, nearly sixty percent of reps expect to miss their quotas this year.
While business buyers have increasingly higher expectations for personalization than consumers, your key decision-maker is often not an individual buyer but a group. So, the question becomes how to personalize information at scale across the buying landscape?
This issue is one that account-based marketing (ABM) strives to address and having ready access to highly personalized content playlists is key to successfully engaging with buyers, becoming their trusted advisor and ultimately winning their business. Ultimately, the success of ABM rests in the balance between marketing, sales, customer success management.
And since a company’s brand can be defined as the sum of all conversations, the role of branding should not be overlooked. The takeaway is that brand reputation can be boosted by a Digital Content Management solution that’s fueled by great marketing content.
Find the Right Tool to Leverage the Power of Salesforce and Digital Content Management to Boost Sales Results
Digital Content Management Essential #1: Find the Right App
Salesforce customers often report their reps simply “need easy access to content that embraces the customer’s journey and improves their buying experience.”
When evaluating your digital content management options, you should focus on native Salesforce solutions that include core functionality to quickly increase productivity and wins. Here’s a top-level capabilities list:
✓ Visual Content Playlists to Close Deals
Say bye, bye to file folders. Marketing and sales team members should have the ability to create visual Spotify-like playlists that enable reps with the content they need to empower buyers at any stage of the buying cycle.
This is also an important enabler for improving collaboration between sales and marketing, and leveraging content across multiple selling channels.
✓ Publish, Share and Send
Content publishers need the ability to easily publish and share content with selling teams, and processes should be fortified with individual content pieces as well as entire playlists to move deals forward.
✓ Real-Time Insights
Every content interaction is tracked so sales and marketing get the data they need to make smarter investments.
✓ Salesforce Account and Opportunity Objects
Leverage Salesforce CRM data and supplement with additional account planning information.
Digital Content Management Essential #2: Native Salesforce Design
When your team huddles on how to win and grow accounts, why take it outside of Salesforce?
Digital content management should be handled natively in Salesforce, where it belongs.
100% Native Inside Salesforce
Completely native solutions are built inside Salesforce’s trusted platform. A native solution allows sales and marketing professionals to deploy, upload and organize content in minutes with just a few clicks, all within Salesforce.
Only native solutions enable you to truly unlock your unique investment in Salesforce content, files, training, contacts, dashboards, reports and tasks. Administrators can “snap in” a native app while sales reps keep selling and marketers continue to publish great content. No integration needed. Better yet, native apps provide exclusive, real-time insights and ensure the Salesforce platform remains the single source of truth.
Because they reside natively inside Salesforce, they are trusted, secure, intelligent, multitenant, and mobile apps. And they completely leverage your investments in Salesforce training, administration and data. They’re also maintenance free and are consistently updated three times per year to coincide with the Salesforce platform release schedule.
See PROLIFIQ ACE in Action
A truly native sales library available only on Salesforce Appexchange.
Digital Content Management Essential #3: Sales Methodology Flexibility
Regardless of selling and buying cycles, Salesforce customers grow weary of the “transformation” chant from vendors. After investing in their leading CRM platform, customers tell us they need early wins and don’t want to be encumbered with large, time-consuming and expensive “guided selling” projects.
Avoid Costly Guided Selling Projects
Instead, they want flexible, “snap in and sell” native Salesforce solutions that support their methods and evolve with their needs.
These sales leaders know there are smarter ways to capture and share account intelligence, serve as trusted advisors to help buyers in their decision-making process, and close more business.
Digital Content Management Essential #4: Key Account Management App for Sales
While a native Salesforce digital content management (KAM) app provides valuable insights to drive more business, being paired with a key account management app supports the planning and execution of the overall account strategy.
Successful Remote Selling Relies on KAM
A native account planning app should include important features such as SWOT analysis, account team tasks, key stakeholder hierarchy maps, account whitespace reports and native integration with Salesforce account and opportunity objects.
Key Account Management Essential #5: Measurable ROI
Winning early and often is a great recipe for success. A successful digital content management strategy is no different.
Opportunity and Business Drivers
Ultimately, the opportunity is to become true customer advisors and higher performing sales and marketing teams. Salesforce customers cite several important business drivers they are deploying to disrupt their industries. Since they’ve already invested in the leading CRM platform, they focus next on three key drivers to quickly boost sales performance:
1. Adopt a flexible, native account planning solution that completely leverages their investments in Salesforce account and opportunity data, training and administration.
2. Leverage better account intelligence to collaborate across their sales teams and become trusted customer advisors.
3. Enable easy access to content that embraces customer journeys and improves their buying experience.
Significant Business Impact
Research reveals that an effective key account management and management strategy can yield significant business impact in a relatively short time frame. Companies that rally their people, process and technology around native Salesforce digital content management experience many tangible benefits such as creating more opportunities, closing bigger deals and strengthening key stakeholder relationships.
85% of customers report growing their share of wallet by applying account management best practices.
96% develop new key account opportunities following the implementation of an account management strategy.
72% improve their Net Promoter Score following the deployment of an account management strategy
60% of reps report winning large new opportunities within the first year of deployment
Virtually all report better collaboration across sales and marketing.
“ACE is a great tool to support content management for sales teams! It is intuitive to set up and easy to use – the playlist concept is simple yet powerful.
If you are a sales leader looking to reduce the amount of time your team spends hunting for content – you should definitely check out this tool. Likewise if you are a marketing or sales ops team member that is looking to drive more impact or bring all your content into Salesforce – this is a great platform to have a look at.
We have been very satisfied and recommend it to others.”
“There’s not a question of where to find specific content anymore – everyone knows to check ACE. Everything is right at my sales team’s fingertips, helping them to be more prepared for customer interactions and spend more time actually interacting instead of prepping and I know they’re only sending things that have gotten approval and been made available to them.”