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Sales Teams Go Rogue

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Jakub Malobecki
Jakub Malobecki

A quick look as to the number of sales people creating their own solution content versus using content developed by the marketing organization

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Engaging Customers at Critical Touch Points CSO Insights: Sales Engagement Optimization Study
Sales Teams Go Rogue 55% 45% Sales Marketing Who is Creating Sales Content? The chart to the right shows that there is about a 55/45 split between collateral created by sales teams and materials created for sales by marketing. This means most of the content sales teams use is made by sales not by marketing. Furthermore, several of the companies surveyed highlighted the concept of sales enhanced content. In these cases, marketing created the tools or collateral, and sales customized it for their own use. When you take this into account, the sales organization is actually creating more than 55% of their content. Source - CSO Insights: 2016 Sales Engagement Optimization Study
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Call Scripts Product Brochures Email Templates ROI Templates Needs Analysis Templates Objection Handling Information Proposal Templates Demos Competitive Analysis Presentations Sales Force Best Practices Case Studies and References Mission Critical Very Important We then sought to assess the value that various tools and content represented to sales teams in terms of helping them effectively engage customers and prospects. The chart to the right provides a summary of participants ratings of the value of various types of resources sales teams use during the sales process. Here we see that sales professionals need a variety of different types of assets to share with clients in order to support effective interactions. How effective are companies at providing sales teams the materials they need? That analysis raised some yellow and even red flags. Sales Teams Go Rogue: Creating Their Own Content Value of Different Types of Assets Source - CSO Insights: 2016 Sales Engagement Optimization Study
19% 47% 29% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Needs Redesign Needs Improvement Satisfactory Exceeds Expectations Quality and Quantity of Content Created by Marketing Sales Teams Go Rogue: Creating Their Own Content We have often said that the answer to every sales challenge you currently face probably already exists inside your company. Some enterprising sales professional has figured out a unique value proposition, developed a great answer to an objection, has developed messaging that clearly differentiates you from the competition, etc. Looking at the list of assets on the previous page, we see that sharing best practices is the second highest-valued selling resource for salespeople. Unfortunately, few companies are in a good position to effectively do this. Of the firms surveyed in the Sales Engagement Optimization study, 30% reported having a random or ad hoc sharing practice, and another 40% said they had an informal process. The remaining items on the list are often the responsibility of marketing to create. When asked the study participants how sales would rate the quality and quantity of the assets marketing provides, it became clear that less than 35% of marketing organizations are providing content that meets the needs of sellers. Here we see the first sales engagement challenge many companies are facing: they are not consistently providing sales teams with the best practices, tools, and collateral to effectively sell. Source - CSO Insights: 2016 Sales Engagement Optimization Study

More Related Content

Sales Teams Go Rogue

  • 1. Engaging Customers at Critical Touch Points CSO Insights: Sales Engagement Optimization Study
  • 2. Sales Teams Go Rogue 55% 45% Sales Marketing Who is Creating Sales Content? The chart to the right shows that there is about a 55/45 split between collateral created by sales teams and materials created for sales by marketing. This means most of the content sales teams use is made by sales not by marketing. Furthermore, several of the companies surveyed highlighted the concept of sales enhanced content. In these cases, marketing created the tools or collateral, and sales customized it for their own use. When you take this into account, the sales organization is actually creating more than 55% of their content. Source - CSO Insights: 2016 Sales Engagement Optimization Study
  • 3. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Call Scripts Product Brochures Email Templates ROI Templates Needs Analysis Templates Objection Handling Information Proposal Templates Demos Competitive Analysis Presentations Sales Force Best Practices Case Studies and References Mission Critical Very Important We then sought to assess the value that various tools and content represented to sales teams in terms of helping them effectively engage customers and prospects. The chart to the right provides a summary of participants ratings of the value of various types of resources sales teams use during the sales process. Here we see that sales professionals need a variety of different types of assets to share with clients in order to support effective interactions. How effective are companies at providing sales teams the materials they need? That analysis raised some yellow and even red flags. Sales Teams Go Rogue: Creating Their Own Content Value of Different Types of Assets Source - CSO Insights: 2016 Sales Engagement Optimization Study
  • 4. 19% 47% 29% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Needs Redesign Needs Improvement Satisfactory Exceeds Expectations Quality and Quantity of Content Created by Marketing Sales Teams Go Rogue: Creating Their Own Content We have often said that the answer to every sales challenge you currently face probably already exists inside your company. Some enterprising sales professional has figured out a unique value proposition, developed a great answer to an objection, has developed messaging that clearly differentiates you from the competition, etc. Looking at the list of assets on the previous page, we see that sharing best practices is the second highest-valued selling resource for salespeople. Unfortunately, few companies are in a good position to effectively do this. Of the firms surveyed in the Sales Engagement Optimization study, 30% reported having a random or ad hoc sharing practice, and another 40% said they had an informal process. The remaining items on the list are often the responsibility of marketing to create. When asked the study participants how sales would rate the quality and quantity of the assets marketing provides, it became clear that less than 35% of marketing organizations are providing content that meets the needs of sellers. Here we see the first sales engagement challenge many companies are facing: they are not consistently providing sales teams with the best practices, tools, and collateral to effectively sell. Source - CSO Insights: 2016 Sales Engagement Optimization Study