Why marketers are struggling with sales presentation materials
From a marketer’s point-of-view, it’s sometimes hard to tell if your hard work is in vain. You get detailed analytics on your website and reports on the results of an ad campaign, but how do you know if all that material you created for the sales team ends up being used out there in the field?
Most of the time, you don’t. Let’s look at some of the core issues with getting the right marketing material out there and what to do about them.
Marketers don’t see how materials are being used
Marketing people aren’t in the field to see what salespeople do in sales meetings. Marketers might work for ages to build a 30-slide deck, but they are often blindfolded as to what happens afterwards. This causes many problems:
If you don’t know which slides are being used, there’s nothing to be learned or adjusted.
Imagine ten different sales reps making their own modifications on the slides without telling you and presenting with those. Now all your salespeople are telling different stories and any notion of brand cohesion is out the window. Everything is scattered, and there are as many versions out there as there are sales reps.
Your carefully crafted brand might be represented by slides full of Comic Sans and cartoon clipart, while the marketing department is oblivious and keeps churning out PowerPoints nobody really uses.
Up to 90% of content created by marketing can be left unused, which is a huge waste of resources. Especially in a b2b environment, expensive content like 360 pictures or long brand videos tend to be rarely used.
What marketers need, then, is a way to follow which materials are used and how often. Not which slide decks are being downloaded, but which individual slides are being used. The same goes for other types of materials as well. If every salesperson always shows that one video you had made, maybe make another one. And stop creating material that doesn’t get used.
Problems with managing content on network drives
Many companies, perhaps yours, keep their marketing materials on network drives, so that they are available to everyone. Salespeople download the materials from there onto their own devices and do with those as they see fit. There are few things the marketer should take into consideration:
This would be a decent system, if nothing ever changed. If materials have to be updated, for whatever reason, there’s no control over whether salespeople update the materials on their devices, let alone third-party sellers or business partners. Version control is virtually impossible.
Larger the company, more likely it is that some salespeople are selling new products with old materials. Or worse yet, materials that are both old and new and have contradictory information on them.
Do your salespeople know for sure where to find the materials they need? Do they know if they’ve been updated? Are you sure?
Some network drives allow for some level of version control, but if salespeople have to download the material, there’s no guarantee that version control helps. What salespeople need, is the latest material, automatically pushed to them. No more downloading PowerPoints. Instead, they should get the materials without lifting a finger.
Bringing sales and marketing together
It’s not enough, of course, to be able to push marketing materials onto salespeople. It’s also not enough to be able to follow what salespeople do in the field. If you, as a marketer, aren’t helping the sales team, they’ll keep doing things the way they used to.
By getting analytics on sales reps’ activity, you’ll get insights about material usage, which helps marketers create better materials and content, which helps sales reps to perform better in their job. You’re responding to their needs, saving their time and giving them what they need to close more deals.
By using a sales tool which centralizes all your materials in one place, you’ll enable the sales reps to find the right materials quickly and easily pick the right stuff for their meetings and presentations. You, as a marketer, always have the control on what materials are being used, and at the same time enable sales reps to do their work better and sell more! The best results are made when sales and marketing work together.
By the way, if you identified your company’s situation in this article, we at Salesframe can probably help you! Book a call with one of our sales enablement specialists if you’d like to discuss this topic more, or just open that chat window in the bottom right corner of the page and start a conversation!
Henri Parviainen, Sales Manager
+358 400 515 676