7 steps to make sales enablement content successful
Think about when your top sales rep closed that complex deal against all expectations. Yes, that time. What set them apart wasn’t just their skill. If you’re reading this line, you well know that having the right sales enablement content at the right time made the difference. Seasoned enablement professionals like you understand that content isn’t merely supportive materials—it’s a strategic asset and way of working that closes deals. It equips your sales teams to engage buyers effectively and adapt to changing behaviors. Our K.I.S.S. breakdown of sales enablement content Sales enablement content encompasses a range of materials designed to support the sales process. At Mediafly, we break it down into internal and external. In a nutshell: internal sales content enablement for your sellers, and external content, for buyers. Let’s delve into them: Sales Enablement Content Internal External Overview Resources that enhance the sales team’s knowledge and skills. These materials help sales professionals navigate intricate sales cycles and address sophisticated buyer objections. Assets shared with buyers to facilitate their decision-making process. This content is crafted to resonate with informed buyers who have high expectations and specific needs. Examples Detailed competitive analysis, advanced product training modules, playbooks tailored to complex sales scenarios, and insights into buyer psychology. Customized proposals, in-depth case studies demonstrating ROI, industry-specific whitepapers, and interactive product demonstrations. We like to K.I.S.S. 👄 Why You’re Having a Hard Time Articulating the Importance of Sales Enablement Content You might be finding it hard to get others in your org to grasp the critical role of sales enablement content. Even though you know that strategic content empowers your sales team and helps drive revenue, others may see it as optional. It’s frustrating, I know it, especially when you can’t show immediate results or clear metrics to back up your efforts. 3 Arguments That Contextualize Our Recommendations For seasoned professionals, the value of sales enablement content extends beyond basic content support because: Our 7 top recommendations to maximize sales success 1. Implement a Human-Centric Approach to Sales Enablement Content Creating effective sales enablement content requires a dual focus on the buyer and the sales team, so… To truly support your sales team, immerse yourself in their daily routines. This is what our sales enablement champs that work for customer organizations do: By aligning content delivery with their workflows, you increase adoption and effectiveness. And 2. Help personalize content for buyers Buyers expect interactions that reflect their specific situations. With that in mind, I’ve asked a number of sales enablement admins from Mediafly customers and this is what they do: By enabling reps to provide personalized experiences, you help enhance engagement and that makes deals to progress.. 2. Curate Content to Prevent Sales Content Overload Most sales enablement professionals agree that more content isn’t always better. To avoid overwhelming sales reps, here’s the top 3 things to do: A multinational corporation in the food and beverage space found that its sales reps were struggling to find relevant content amid an overwhelming number of resources. By implementing a centralized content management system with AI-driven search, they reduced content retrieval time by 40%. Sales reps could quickly access localized materials tailored to their region, leading to increased adoption and improved sales performance. 3. Leverage AI and AI-Analytics in Sales Enablement You’ve heard it left and right. AI puts at our hands opportunities to improve the effectiveness of your sales enablement content. Here’s two ways we’re currently using at Mediafly: 4. Collaborate Cross-Functionally Creating impactful sales enablement content requires input from various departments. This pertains to the “internal” group I mentioned above.: A lesson about rituals: A financial services firm established regular workshops between sales, marketing, and product teams. This cross-functional collaboration led to the creation of targeted content that addressed emerging market trends. Sales reps reported higher confidence in conversations with prospects, and the company saw a measurable increase in customer acquisition. 5. Embrace Continuous Learning and Ongoing Training In a rapidly changing market, ongoing training is essential. You don’t want to just meet with sales to ask or gather their requests. You want to educate them on how, when to use your materials and processes in the best way. That’s why you want to put these into practice… yesterday! 6. Align Content with the Evolved Buyer Journey Recognize that buyers control much of the sales process nowadays it’s a no brainer. We recommend you address this through: 7. Measuring the Impact of Sales Enablement Content Quantifying the effectiveness of your content is crucial and will help you in your curation and further production. That’s why you want to: A tech company noticed that despite having a vast library of content, certain assets were rarely used. By analyzing content engagement metrics, they identified which materials were most effective at progressing deals. They shifted their focus to producing more of these high-impact assets, resulting in a 15% increase in closed deals over six months. Because it’s not just about the what (sales content), but the how (the enablement). For experienced sales enablement professionals like, the challenge is not just creating content but ensuring it strategically empowers sales teams and aligns with buyer expectations. By adopting a human-centric approach, curating content thoughtfully, leveraging technology, fostering collaboration, committing to continuous learning, aligning with modern buyer journeys, and rigorously measuring impact, organizations can maximize the effectiveness of their sales enablement content.
Breaking down the Value Enablement lifecycle
Remember when a strong sales pitch and competitive pricing were enough to win deals? Today’s buyers are demanding something different. They’re more informed, more selective, and have higher expectations than ever before. They’re not just looking for products or services — they’re seeking proven, quantifiable value at every stage of their journey. This shift has fundamentally changed how successful companies approach sales and customer relationships. According to ValueSelling Associates, 87% of high-growth companies now take a value-based approach to sales, recognizing that traditional feature-based selling is no longer enough. Revenue teams must now communicate, quantify, and prove value at every touchpoint — whether it’s a new opportunity, a renewal discussion, or an expansion conversation. Enter value enablement: a systematic approach that empowers organizations to do just that. In this guide we’ll break down the value enablement lifecycle, helping you to understand how to incorporate value across every stage and exploring how different teams can work together to drive growth, increase customer satisfaction, and build lasting partnerships. Understanding the value enablement lifecycle 1. Value defined Defining and articulating your value proposition forms the foundation for effective marketing and sales strategies. This stage focuses on crafting a compelling value story that resonates with every member of your audience. A value story is the cornerstone of effective marketing. It goes beyond simply listing product features — instead identifying your buyer’s unique challenges and quantifying how your solution will address them using real data. This approach creates a narrative that not only captures attention but also demonstrates a deep understanding of your customers’ needs. To formulate a value proposition with clarity and impact, Mediafly’s CLOSE methodology combines the right balance of emotion, rationale and evidence. Let’s break it down: This approach enables marketing teams to build credibility and trust while ensuring messages are aligned with customer needs. 2. Value ignited Once you’ve defined your value proposition, the next step is to ignite that value in your marketing efforts. This stage focuses on driving more qualified leads and engaging prospects earlier in their buying journey. According to Gartner, only 17% of the buyer journey is spent meeting with potential suppliers. This means that by the time a prospect engages with a sales rep, they’re well over halfway to making a purchase decision. Marketers play a critical role in shaping this early part of the buyer’s journey. To capitalize on this shift, use self-service marketing tools to introduce your unique value proposition earlier in the sales cycle. Here are some tools to consider: Diagnostic Assessments Diagnostic assessments are interactive tools that help potential customers identify their pain points and understand how your solution can address their specific challenges. When implemented on your website, these can: ROI Calculators ROI calculators allow prospects to input their own data and see the potential return on investment they could achieve with your solution. These tools: Interactive Product Demos Self-guided product demos give prospects a hands-on experience with your solution without requiring direct interaction with a sales representative. These demos: Value Benchmark Tools These tools allow prospects to compare their current performance or processes against industry standards or best practices, and: Chatbots and Virtual Assistants Implement AI-powered chatbots that can answer basic questions, provide resources, and even schedule meetings with sales reps. These tools improve customer experiences by: By implementing these tools, you’re not passively waiting for leads to come to you. Instead, you’re actively — and proactively — engaging potential customers, providing value from the very first interaction. 3. Value discovered & proposed Now that marketing efforts are in full swing, it’s time for the sales team and partners to discover and propose specific value to potential customers. This stage is what can make a difference in turning qualified leads into closed deals — and simply pitching features isn’t enough. Meeting this expectation to close more deals means empowering SDRs, BDRs, sales teams, partners, and value consultants with business value tools and total cost of ownership (TCO) calculators. These enable your team to: This is where the CLOSE methodology really comes into play, serving as a framework for sellers to structure their discovery conversations and value propositions. Including actionable data and insights is also important for boosting credibility and building confidence in your solution. You can do this through: 4. Value realized & optimized The value journey doesn’t end when a deal closes. Proving and optimizing realized value is crucial for long-term customer satisfaction and loyalty. Retaining and growing your existing customer accounts requires a sophisticated approach. Realized value calculators, powerful tools that transform abstract benefits into concrete, measurable results, compare pre- and post-implementation metrics to show clear, tangible progress and ROI. When customer success teams can demonstrate concrete results — whether through efficiency gains, cost savings, or revenue growth — they strengthen customer relationships and build a foundation for long-term loyalty. Consistently proving value delivery also creates natural pathways to upsell and cross-sell opportunities. When customers clearly see the ROI from their current investment, they’re more receptive to conversations about expanding their engagement. Value calculators also power this approach, helping to: Remember that value realization isn’t a single event; it’s an ongoing journey of measurement, analysis, and optimization. The value advantage With nearly 90% of high-growth companies already embracing a value-based approach, the question isn’t whether to implement value enablement, but how quickly you can get your organization on board to meet modern buyers’ expectations. By mastering each stage of the lifecycle — from definition through realization — you’re not just closing more deals, you’re building a sustainable engine for growth that will drive your business forward.
Webinar recap: Mastering Value Selling
The difference between closing a deal and losing it often comes down to one critical factor: how well you articulate your product’s true value. This art of value selling took center stage in our recent webinar, “Mastering Value Selling: Insights from Industry Experts,” featuring two industry experts: The two delved into the intricacies of value selling, from its potential impact to what makes an effective strategy. You can watch the full webinar below. The impact of value selling on win rates Steve Richard presented a striking insight: When a value consultant is attached to an opportunity, win rates are two-and-a-half times higher than deals without such support — underscoring the critical importance of incorporating value selling techniques into the sales process. But what exactly drives this dramatic improvement? The answer lies in the power of a well-crafted business case. When sales teams can clearly articulate the quantifiable value of their solution to a prospect’s specific situation, they’re able to cut through the noise and directly address the customer’s bottom line. It’s not just about having a value consultant on hand, however. The webinar stressed the importance of integrating value selling throughout the entire sales process. From initial conversations to final proposals, consistently demonstrating value helps keep prospects engaged and moves deals forward more effectively. Understanding — and addressing — customer needs Also discussed is how value selling goes beyond pitching product features, requiring salespeople to ask more insightful questions to uncover the customer’s true business pain points and objectives. Steve Richard emphasized the need for “insatiable curiosity” in sellers. He described the process of establishing value as “incessant questioning,” going layer by layer to understand the specifics of the buyer’s challenges and opportunities. Steve Robinson pointed out that, “Salespeople have gotten very good at questioning to establish need in order to position a product or solution.” But he stressed that this isn’t enough today. Sellers need to get better at “big picture questioning” — understanding customer outcomes as well as direction, vision, and mission. This level of understanding allows reps to connect their value proposition directly to the customer’s unique situation. It’s not just about ROI calculations, but also demonstrating how your solution can contribute to the buyer’s overarching business goals. The speakers also touched on the importance of balancing transactional and strategic approaches, acknowledging that while value selling is powerful, it’s crucial to read the situation and adapt your approach based on the customer’s readiness for more strategic engagement. The Power of storytelling in value selling While value selling focuses on crunching numbers and proving ROI, the best sellers must weave these figures into a compelling narrative. This means being able to articulate the value story across different levels of the organization. “Salespeople have to be the storytellers,” Steve Robinson noted. “It’s about how we take this and turn it into a story where everyone within the organization can get it, read it, understand it, and say yes to it.” A good value story should: This level of quality should be maintained across the buyer’s journey. Sellers commonly start strong but lose steam in the later stages of the sales process, particularly when it comes to the final proposal. Keep your value story consistent and compelling by carrying out the same level of care and attention throughout. Organizational ownership of value selling When asked who owns the process of building business cases in their organizations, webinar attendees responded as follows: Steve Robinson expressed enthusiasm about the growing trend of dedicated value teams, pointing out that these specialists can be essential in handling the complexities in building robust business cases. Regardless of who owns the process, value selling needs to be integrated across the entire sales organization. Implement processes that support and encourage value selling to create a culture where every seller understands and can effectively communicate the value proposition. Future trends As the webinar wrapped up, the speakers shared some exciting trends that are shaping value selling: The two also touched on the potential of AI in enhancing value selling processes. While not explored in depth, they hinted at the possibilities of using AI for faster, more accurate value calculations and more personalized value propositions. The bottom line By focusing on customer needs, crafting compelling narratives, and integrating value across the entire organization, sales teams can stay ahead of the curve. As the speakers illustrated, value selling is more than just a technique — it’s a comprehensive approach that fosters stronger relationships and keeps your team competitive.
CPG sales data you’re ignoring—and how it’s costing you millions
This post in a nutshell: Consumer Packaged Goods companies are swimming in a sea of data. From point-of-sale figures to social media sentiment, the sheer volume of information is staggering. But amid this data deluge, many sales teams find themselves struggling to effectively use CPG sales metrics to drive strategy and decision making. It’s like having a library full of books in a language you can’t read. In this article, we dig into how you can translate this wealth of data into a language your sellers can understand and act upon for better customer relationships and overall sales performance. Humanizing data for effective CPG sales analytics Numbers alone don’t tell the whole story. Magic happens when we combine the data with good old-fashioned human insight. 🪄 Consider this scenario: Your analytics tool spots a dip in sales for a product. That’s useful information, but reps may have more context behind why that’s happening. Maybe a competitor just launched a major promotion, or a large retailer is renovating its stores. By blending data with real-world insights, you gain a comprehensive view of your market dynamics. Look how ChatGPT-4o paints that picture. Context matters in CPG sales data A small uptick in chip sales means something different than the same increase for fancy face creams. Encourage your team to look beyond the numbers and consider: Building a data-friendly culture can be difficult — some may be skeptical about adopting new analytical approaches. But remember, the goal isn’t to replace human judgment with algorithms; it’s to enhance it. Data must work alongside experience and intuition. Try these ideas: By making data more human-friendly and integrating it thoughtfully into your sales processes, you’re empowering your team to make smarter decisions. 4 CPG sales metrics you can’t overlook So, what KPIs can make or break your CPG sales strategy? Here’s our list: Sales volume: more than just moving product Big sales figures are exciting, but in the CPG world, it’s important to dig deeper. Are you moving more units because your marketing is hitting the mark, or simply because you’ve dropped prices? Understanding the reason makes all the difference. Tip: Check sales volume alongside profit margins. Sometimes, selling fewer items at a higher price can actually boost your profits. Why should you care? Because focusing only on how much you sell without knowing why can hurt your bottom line. Grasping the story behind the numbers helps you make smarter decisions and increase profitability. Store-level performance variations Many CPG companies miss an opportunity by not digging into individual store performance. It’s easier to rely on broad metrics and ignore the small variations that could be hiding big opportunities. Take this example: a company selling $1 billion annually might have 10% of its stores underperforming by 20%. That’s $20 million in lost revenue. Store-level data can show why some products fly off the shelves in one location while struggling in another. Maybe it’s the way products are displayed, the local consumer preferences, or even how well in-store promotions are executed. Understanding these nuances can lead to smart changes that close those performance gaps and recover substantial revenue. For sales teams, focusing on this data isn’t just about boosting numbers — it’s about becoming more strategic. They can tailor their approaches for each store, running targeted promotions or adjusting inventory based on what works best locally. And the potential payoff is huge. Why should you care? Because even small tweaks across a handful of stores can add up to millions of dollars in recovered revenue. It turns individual store data into a growth engine—one that improves the overall bottom line by ensuring that every store is performing at its peak. By taking this approach, CPG companies transform underperformance into an opportunity for growth that directly impacts their profitability. Customer acquisition cost (CAC): the price of making friends In the rush to boost overall sales, many companies overlook a crucial detail: the cost of acquiring each customer. They often don’t distinguish between retailers and end consumers, which can lead to marketing dollars being spent in all the wrong places. This misalignment means they might be targeting low-margin retailers when they should focus on more profitable customer segments. Let’s put it into perspective. If a company’s Customer Acquisition Cost (CAC) is $100 but they’re directing their marketing efforts toward less profitable areas, they could be overspending by 10%. On a $500 million marketing budget, that’s a whopping $50 million wasted ($500 million * 10% = $50 million). Imagine reallocating that chunk of change to target high-margin customers instead — it could significantly boost profits without increasing budget. Why should you care? Because knowing where your money goes is half the battle. By analyzing and optimizing CAC, companies can ensure they’re investing in the right places. It’s about making smarter choices that turn potential waste into substantial gains, ultimately driving profitability and growth without extra spending. Customer lifetime value (CLV): playing the long game Many CPG companies face the challenge of attracting two kinds of customers: retailers and end consumers. Knowing how much it costs to bring each on board is crucial. Are you spending too much time and money courting big retailers? Maybe your consumer marketing could use a boost. While focusing on short-term sales spikes, many companies overlook the long-term profitability of their customers. They forget about Customer Lifetime Value (CLV), which tracks how much a customer is worth over their entire relationship with your brand. Think about this: a large CPG company serves 10 million customers annually, each generating $500 in revenue. If they fail to retain even 1% of these customers, that’s a $50 million loss in future earnings (10 million customers * 1% * $500 = $50 million). Ignoring CLV isn’t just missing out on immediate sales — it’s risking long-term brand loyalty, potentially costing hundreds of millions over time. Again, why should you care?Because keeping customers coming back isn’t just a nice-to-have — it’s a game-changer for long-term success. By paying attention to both the cost of acquiring customers and their lifetime value, companies can make smarter investments that boost both sales and loyalty. Small gains in customer retention can add up to massive benefits down the line. From insight to action Now that you’ve got the insights you need, it’s time to put them to work. Revenue enablement platforms like Mediafly are powerful tools for making your sales team more efficient and productive. Here’s how revenue enablement solutions can help CPG sales teams: Empower your CPG sales team Success in CPG hinges on your ability to turn product and consumer information into action. Humanize your data, focus on key metrics like sales volume and customer acquisition cost, and leverage revenue enablement technologies to shift your sales approach from reactive to proactive. The insights we’ve shared here are just the beginning. To dive deeper, download our guide, “How CPG Brands Can Win in a New Era of B2B Sales” and set your sellers up to thrive.
Future proof your Revenue Enablement strategy
If there’s one constant in the world of B2B buying and selling, it’s change — which translates into massive and exciting opportunities for revenue enablement leaders and their teams. The way buyers want to buy is ever changing and sellers must adapt. Sales processes are becoming less linear. The makeup of buying committees has changed. There are more stakeholders involved in purchasing processes and they are more risk averse than ever. The stakes for sellers today are high and getting higher — which means they need enablement more than ever to empower and equip them to succeed in this new era of business. All roads lead to digital Over the next five years, Millennials and Gen Z – which currently make up more than 60% of the workforce – will continue to shape how we do business. These generations have grown up completely immersed in tech and continue to have high expectations for their buying experiences. An all digital (or primarily digital) future is not far off. In fact, Gartner predicts that 80% of all buyer-seller interactions will occur in digital channels by 2025. At the same time, the current economic climate is continuing to push organizations to get creative and find ways to do more with less. The era of “growth at all costs” is officially over, and organizations will need to reshape their tech stacks and strategies accordingly. Currently, 67% of revenue leaders are looking to redeploy cost savings from headcount to invest in innovative sales tech, and high performers are 44% more likely to be using or experimenting with AI. Our predictions for the future of fevenue (and enablement!) As we said before, B2B buying and selling is constantly evolving — but we’re willing to make some educated guesses on what the future holds. As we look to the future, we expect: To realize revenue success today and long into the future Centralize your data Every member of your revenue team should be drawing from the same data lake. It’s the only way to keep disparate departments aligned, avoid confusion, and create a cohesive customer experience. Plus, by maintaining clean, searchable, co-located data sets establishes a strong foundation to train Generative AI tools to support your revenue teams. Harness content’s impact The modern sales cycle includes very little face time. It’s only after buyers have done their own research that they’ll seek out a demo, and once that call is complete, sellers are placed right back in a black box. That means your content will be doing the selling when your reps are not in the room, so you must ensure it’s optimized for performance. Identify the most effective content for each persona and sales stage, then scale successful strategies across your organization. Implement and expand value-based selling The most compelling argument for onboarding any new product or service is financial incentive. Sellers must clearly articulate the dollars-and-cents impact of their offerings to prospective buyers, and value selling is a key strategy. Leverage analytics to pinpoint where your reps are successfully using this strategy and close the gaps with those who are not. Embrace Generative AI We’ve only started to see the beginning of how Generative AI can empower GTM teams. This technology is here to stay, and high-performing organizations are already experimenting with the tools that are currently at our fingertips. To reap the benefits of GenAI both today and in the future, you’ll need to establish a centralized data lake to fuel reliable outputs, and establish usage policies that encourage experimentation within established guidelines. Continuously optimize your revenue enablement approach Think of your enablement program as a constant work in progress. As new data and trends continuously shift, analyze those findings and tweak your strategy to identify new opportunities for scalable improvements. You should also be conducting routine content audits to ensure you’re placing compelling, accurate, on-brand, and compliant collateral in your sales team’s hands. This is the final installment in our series breaking down the research and insights from our State of Revenue Enablement report. If you missed any of the previous posts, you can navigate to them below, otherwise continue to follow our blog for more insights and research.
How to create & execute an interactive content strategy that sells
The coronavirus pandemic may have plunged us into a recession that lasted only two months, but it has forever changed the way we do business. As buyers have become increasingly digital, their expectations of sellers have evolved. If you want to win their business moving forward, your sellers have to evolve along with them. That includes having an interactive content strategy. Here’s why. Digital buyers require an interactive content strategy I have five and a half hours of Zoom calls baked into my workday tomorrow. Most days, I am tired of staring at a screen by 11am. But not so tired that I am willing to resume my 3-hour round-trip commute to the city. That is the reality for 54% of global workers who wish to continue working from home even after the pandemic has ended. With B2B buyers growing increasingly tired of screens and 80% of sales interactions occurring digitally and remotely by 2025, how do sellers expect to capture buyers’ attention and keep it long enough to close a deal? Content is critical – but not just any content. Today’s buyers require engaging, animated, and interactive content that successfully communicates the value your product or solution delivers. In this article, I’ll outline the three critical components of a winning interactive content strategy. I’ll also share how our team approaches them to create a superior content engagement experience. 3 critical components of a winning interactive content strategy As you begin your quest to transition from static to interactive content, the first thing you’ll want to evaluate is your copy. No, updating your copy won’t take you from static to interactive on its own, but it will help set you up for success. Take our story, for example. At Mediafly, we use our own sales enablement platform to manage, share, and present content. Our Insights dashboard offers us advanced analytics into how our content is performing (e.g. how long a specific asset or page in an asset has been viewed, how many times it is shared and by who, and if it contributes to revenue). In the early months of the pandemic, we saw a sharp decline in the amount of time our buyers spent reading our content. We knew they were still finding the content relevant because they were hitting every page of a guide or ebook, but the analytics clearly showed us they were skimming. Which made sense. A lot of parents lost childcare and were having to work nights and weekends to get their work done, mass layoffs put additional work on the plates of workers who stayed employed, and everyone was generally trying to do more with less. That left a lot less time for content consumption. Once we had this understanding, we knew distilling our copy down to the most important or insightful ideas and details would help us keep our busy readers engaged in the time they did have to dedicate to content consumption. We also took care to ensure every piece of content followed a challenge-based narrative – focusing less on Mediafly and our products and more on our customers’ business challenges and how our solutions help solve them. Doing so allowed us to add more value for our buyers. According to research findings released by ValueSelling Associates earlier this year, 87% of high-growth companies take this value-based approach to sales compared to 45% of negative growth companies. Before adding interactivity to increase content engagement, we first reshaped our copy into stories conducive to getting our ideas across to busy, distracted, and budget-conscious buyers. Key Takeaways: Design Once you’re confident you have compelling and relevant content to share from a copy perspective, it’s time to decide what format it should take. Remember that digital buyers need digital content. But let’s agree on one thing – a PDF on a screen is not digital content. It’s a static PDF…on a screen. Here’s an example: The left side is little dull, right? True digital content is animated and interactive, as shown on the right. To transform this piece of content, we leveraged the Presentify services we acquired for our customers to transform their content from static, linear PowerPoint presentations and pdf one-pagers to interactive, animated content experiences. Doing so helped us create a concept of no loose ends where our buyers flow seamlessly through a piece of content and related assets, digging deeper into areas they find most compelling or relevant to their specific needs. Although we now draft shorter, more succinct copy, we create more meaningful navigation within our content. We include buttons on the page to entice people to click and self-discover more about a topic, challenge, or solution if desired and at their own pace. We now think of content formats as tools to help us better tell our stories, reimagining manuals and brochures as digital flipbooks and embedding video testimonials within our case studies. By approaching each piece of content as its own little app, we create immersive experiences with more digestible stories that draw buyers in and bring our brand to life. Key Takeaways: Delivery Once you’ve reimagined your content, it is time to test it out with real-life buyers and see if it works. The best way to do this is to deliver your content via a sales enablement application that allows you to closely track success metrics and optimize accordingly. (Note: When I say “success metrics”, I’m not talking about vanity metrics like shares or views. How much time are buyers spending viewing your content? How many times are they re-visiting a specific piece of content? Is it helping drive deals forward to close? Those are the metrics that matter.) I mentioned earlier in this article that our content is managed and shared via our Mediafly sales application. Because of this, we are able to reconcile the qualitative feedback we receive from our sales team with the quantitative data from our advanced analytics and use the information to optimize the content engagement experience for our buyers. Having this insight allows us to continuously improve our content as we experiment with new formats and narratives. It also allows us to ensure the content our marketing and enablement teams create is actually leveraged by sellers in the right way and at the right time. Think about how your sellers consume content in their personal lives – Spotify, Disney+, Netflix, etc. They’re used to on-demand, app-like experiences at home, so why give them anything else at work? When you deliver your content to sellers via a sales enablement platform versus email or a content repository like SharePoint, you’re also creating a more interactive content engagement experience for your reps. They can take advantage of Workspaces (think content hubs tailored to a specific industry or buyer challenge), leverage AI-driven content recommendations, and provide feedback to marketers on content in real-time. When reps feel confident in where to find the content they need and in its ability to close deals, adoption rates skyrocket. Key Takeaways: A winning interactive content strategy produces results We only implemented our interactive content strategy a year ago, and we’re already achieving impressive results. Year-on-year, we’ve seen: Today, 59% of the content in our sales application is helping our sellers close deals compared to 1% in the early days of the pandemic. Because our new interactive content strategy better meets the needs of our sellers and customers, we’ve also been able to decrease our output, while increasing our overall effectiveness by 390%. And we’re just getting started. Are you interested in creating more compelling, interactive content for your buyers to help you drive sales? Visit our new Presentify workspace to learn more.