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Carla Johnson, President
Type A Communications
@CarlaJohnson

Making Content
Work for the Sales
Force
ABOUT CARLA JOHNSON

@CarlaJohnson
ABOUT THIS PRESENTATION
This presentation focuses on how marketers can
start to understand sales reps, what questions to
ask to uncover their true needs and help them
better engage with prospects and convert them
to customers. It’s not about technology, which is a
huge component of the sales enablement
process. Instead, it’s about how marketers and
sales reps can better understand each other and
connect as people and achieve goals together.
@CarlaJohnson
The Good, The Bad and The Ugly: Making Content Work for the Sales Force
CONTENT MARKETING
Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.
- Joe Pulizzi, Content Marketing Institute
@CarlaJohnson
SALES ENABLEMENT
Strategic processes that align marketing
and sales goals to inspire valuable
conversation in the right time, place
and format to move a sales opportunity
forward.
- Carla Johnson, Type A Communications
@CarlaJohnson
CONTENT MARKETING + SALES
ENABLEMENT
Marketing and sales integrating to tell
the same story to defined personas
with purpose of engaging, nurturing,
converting and retaining customers
with the ultimate goal of driving longterm revenue.
@CarlaJohnson
1
@CarlaJohnson

THE UGLY
WHY IS THIS A PROBLEM NOW?
Misalignment between sales and marketing causes
the typical company to underperform by 10-20% in
annual revenue. (IDC)
Best-in-class organization that integrate sales and
marketing outperform those that don’t by as much
as 24% in average revenue growth. (Sirius Decisions)
The seller no longer controls the process;
the buyer does
@CarlaJohnson
THE SALES MACHINE
Sales concentrates on a linear process and
outdated expectations of customer
behavior.

Managers focus on fine tuning the machine
to improve results.
No room for creativity and novel
information from sales reps.
@CarlaJohnson
TODAY’S CUSTOMERS
Customers aren’t linear. They go through
a web of information that sales can’t
control.

Complex B2B sales require greater
internal consensus.
Customers want insights that “go beyond”
and talk about business impact.
@CarlaJohnson
THE CHANGING BUYING PROCESS

Source: CatapultWorks

@CarlaJohnson
THE CHANGING BUYING PROCESS

Source: B2Beacon

@CarlaJohnson
THE HIDDEN SALES CYCLE

@CarlaJohnson
2
@CarlaJohnson

THE BAD
B2B marketing organizations now spend more than
25% of their budgets on developing, delivering and
promoting content to drive business leads, influence
customer markets and grow brand presence and
authority.
Source: Better Lead Yield in the Content Marketing Field, CMO Council, June 2013

@CarlaJohnson
50
90
TO

@CarlaJohnson

%
%

of collateral
created by
marketing is
never used
by sales
MARKETING SAYS…

“Sales is rigid, egotistical
and uninspired. They
don’t care about
customers. They only care
about selling.”
@CarlaJohnson
SALES SAYS…

“I poured my heart
out to marketing and
all I got back was a
truckload of shame.”
@CarlaJohnson
CUSTOMER CONVERSATIONS
Thinking of your initial meeting, what percent of reps were:
Not Prepared
26%
Somewhat
Prepared
31%

Source: IDC Customer Experience

@CarlaJohnson

Extremely
Prepared
16%
Very Prepared
27%
Basically, the overwhelming
majority of executive level
buyers tell us that how a vendor
engages with them differentiates
them a lot more than what their
products and services are or do.
Scott Santucci
Forrester Analyst

@CarlaJohnson
SALES & MARKETING ACTUALLY AGREE
Improved
Differentiation/Story

53%
36%
27%

Better Understanding of What
Content to Use, When, Who and
How to Present It

Increase Marketing's Visibility into the
Sales Pipeline and Deals Closed from
Marketing-Generated Leads

Sales Enablement: Fulfilling the Last Frontier of Sales-Marketing Alignment, Aberdeen Group

@CarlaJohnson
Move away from helping sales
people sell and instead, help
buyers buy.
Michael Brenner
Vice President, Marketing and Content Strategy, SAP
@BrennerMichael

@CarlaJohnson
3
@CarlaJohnson

THE GOOD
SALES REPS ARE LIKE CUSTOMERS
• If it’s hard, they won’t engage
• They want to know what matters to them
• They need education
• They connect through stories

• They need consistent, relevant
communication
@CarlaJohnson
Product
Marketing

Give ‘em everything

@CarlaJohnson

Marketing

Only the important
stuff

Sales Reps

No time. No attention.
TALKING WITH SALES
Sales teams are like customers. The
problems they say they have aren’t the real
problems.

What questions do they really
need answers to?
Go 5 deep with “why?”
@CarlaJohnson
WHO TO TALK TO
20% of an organizations’ sales people
generate 60% (or up to 80%) of its
revenue.

Focus on the performers.
This group can help identify top
priorities.
@CarlaJohnson
EXPLORE MOTIVATORS
Identify what’s really motivating them.
People who buy high-end bikes
don’t want a better bike. They
want to be a better cyclist.
Create content that expands
on these motives.

@CarlaJohnson
BE WILLING TO LEARN
• Your company’s specific sales process
• How and when conversations evolve with
prospects/customers

• What kind of engagement communications
sales prefers for them
• What sections they want to tweak and edit
within tools and why
@CarlaJohnson
HELP SALES UNDERSTAND
• Sales conversations are business conversations
• What behavior do they want to influence?
• What action do you want them to take? When?
• The pillars of your story so they can tell it in
their way and in different circumstances

• What your brand story is and how to tell it
consistently
@CarlaJohnson
ASK SALES
• What story do you tell? How can marketing and
sales tell it more consistently?
• Why does your audience have these interests
and challenges?
• How can you tell your story so it solves a future
problem?
• How can we create disruption in our customers’
minds?
@CarlaJohnson
THE GOAL

“Marketing absolutely hit
the mark. I feel like they
now know the customer as
well as we do.”
@CarlaJohnson
People will forget
what you said,
people will forget
what you did, but
people will never
forget how you
made them feel.
- Maya Angelou
Carla Johnson, President
Type A Communications
(720) 344-0987
carla@goTypeA.com
www.goTypeA.com
Type A Communications
@carlajohnson
Carla Johnson

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The Good, The Bad and The Ugly: Making Content Work for the Sales Force

  • 1. Carla Johnson, President Type A Communications @CarlaJohnson Making Content Work for the Sales Force
  • 3. ABOUT THIS PRESENTATION This presentation focuses on how marketers can start to understand sales reps, what questions to ask to uncover their true needs and help them better engage with prospects and convert them to customers. It’s not about technology, which is a huge component of the sales enablement process. Instead, it’s about how marketers and sales reps can better understand each other and connect as people and achieve goals together. @CarlaJohnson
  • 5. CONTENT MARKETING Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. - Joe Pulizzi, Content Marketing Institute @CarlaJohnson
  • 6. SALES ENABLEMENT Strategic processes that align marketing and sales goals to inspire valuable conversation in the right time, place and format to move a sales opportunity forward. - Carla Johnson, Type A Communications @CarlaJohnson
  • 7. CONTENT MARKETING + SALES ENABLEMENT Marketing and sales integrating to tell the same story to defined personas with purpose of engaging, nurturing, converting and retaining customers with the ultimate goal of driving longterm revenue. @CarlaJohnson
  • 9. WHY IS THIS A PROBLEM NOW? Misalignment between sales and marketing causes the typical company to underperform by 10-20% in annual revenue. (IDC) Best-in-class organization that integrate sales and marketing outperform those that don’t by as much as 24% in average revenue growth. (Sirius Decisions) The seller no longer controls the process; the buyer does @CarlaJohnson
  • 10. THE SALES MACHINE Sales concentrates on a linear process and outdated expectations of customer behavior. Managers focus on fine tuning the machine to improve results. No room for creativity and novel information from sales reps. @CarlaJohnson
  • 11. TODAY’S CUSTOMERS Customers aren’t linear. They go through a web of information that sales can’t control. Complex B2B sales require greater internal consensus. Customers want insights that “go beyond” and talk about business impact. @CarlaJohnson
  • 12. THE CHANGING BUYING PROCESS Source: CatapultWorks @CarlaJohnson
  • 13. THE CHANGING BUYING PROCESS Source: B2Beacon @CarlaJohnson
  • 14. THE HIDDEN SALES CYCLE @CarlaJohnson
  • 16. B2B marketing organizations now spend more than 25% of their budgets on developing, delivering and promoting content to drive business leads, influence customer markets and grow brand presence and authority. Source: Better Lead Yield in the Content Marketing Field, CMO Council, June 2013 @CarlaJohnson
  • 18. MARKETING SAYS… “Sales is rigid, egotistical and uninspired. They don’t care about customers. They only care about selling.” @CarlaJohnson
  • 19. SALES SAYS… “I poured my heart out to marketing and all I got back was a truckload of shame.” @CarlaJohnson
  • 20. CUSTOMER CONVERSATIONS Thinking of your initial meeting, what percent of reps were: Not Prepared 26% Somewhat Prepared 31% Source: IDC Customer Experience @CarlaJohnson Extremely Prepared 16% Very Prepared 27%
  • 21. Basically, the overwhelming majority of executive level buyers tell us that how a vendor engages with them differentiates them a lot more than what their products and services are or do. Scott Santucci Forrester Analyst @CarlaJohnson
  • 22. SALES & MARKETING ACTUALLY AGREE Improved Differentiation/Story 53% 36% 27% Better Understanding of What Content to Use, When, Who and How to Present It Increase Marketing's Visibility into the Sales Pipeline and Deals Closed from Marketing-Generated Leads Sales Enablement: Fulfilling the Last Frontier of Sales-Marketing Alignment, Aberdeen Group @CarlaJohnson
  • 23. Move away from helping sales people sell and instead, help buyers buy. Michael Brenner Vice President, Marketing and Content Strategy, SAP @BrennerMichael @CarlaJohnson
  • 25. SALES REPS ARE LIKE CUSTOMERS • If it’s hard, they won’t engage • They want to know what matters to them • They need education • They connect through stories • They need consistent, relevant communication @CarlaJohnson
  • 26. Product Marketing Give ‘em everything @CarlaJohnson Marketing Only the important stuff Sales Reps No time. No attention.
  • 27. TALKING WITH SALES Sales teams are like customers. The problems they say they have aren’t the real problems. What questions do they really need answers to? Go 5 deep with “why?” @CarlaJohnson
  • 28. WHO TO TALK TO 20% of an organizations’ sales people generate 60% (or up to 80%) of its revenue. Focus on the performers. This group can help identify top priorities. @CarlaJohnson
  • 29. EXPLORE MOTIVATORS Identify what’s really motivating them. People who buy high-end bikes don’t want a better bike. They want to be a better cyclist. Create content that expands on these motives. @CarlaJohnson
  • 30. BE WILLING TO LEARN • Your company’s specific sales process • How and when conversations evolve with prospects/customers • What kind of engagement communications sales prefers for them • What sections they want to tweak and edit within tools and why @CarlaJohnson
  • 31. HELP SALES UNDERSTAND • Sales conversations are business conversations • What behavior do they want to influence? • What action do you want them to take? When? • The pillars of your story so they can tell it in their way and in different circumstances • What your brand story is and how to tell it consistently @CarlaJohnson
  • 32. ASK SALES • What story do you tell? How can marketing and sales tell it more consistently? • Why does your audience have these interests and challenges? • How can you tell your story so it solves a future problem? • How can we create disruption in our customers’ minds? @CarlaJohnson
  • 33. THE GOAL “Marketing absolutely hit the mark. I feel like they now know the customer as well as we do.” @CarlaJohnson
  • 34. People will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou
  • 35. Carla Johnson, President Type A Communications (720) 344-0987 carla@goTypeA.com www.goTypeA.com Type A Communications @carlajohnson Carla Johnson