If you work for a larger organization, chances are part of your time is (or should be) dedicated to talking to sales. Not only does this improves the content you create, but it also improves the likelihood it will used and shared by sales. And, of course, the benefits go far beyond that.
In our latest #CMWorld Twitter chat, guest Carla Johnson (@CarlaJohnson) joined us for very lively and useful discussion about sales enablement. Join us for our ongoing chats on Tuesdays at noon EST (see the schedule of upcoming guests as well as the transcripts from past events).
@CMIContent Here’s how I define sales enablement… #CMWorld
@CarlaJohnson
A1 sales enablement =providing sales with the content and tools they need to effectively move a prospect through the funnel #cmworld
@SFerika
When you put content marketing together with sales enablement, you get an even stronger approach #CMWorld
@CarlaJohnson
A1 in my larger companies, there have been dedicated enablement FTEs on the sales team; marketing has owned in smaller orgs #cmworld
@SFerika
CM+SM=Marketing & sales working together to tell the same story to defined personas w/the ultimate goal of driving revenue #CMWorld
@CarlaJohnson
Is Sales Enablement a proxy for Self-Service? How do we enable self-service? #cmworld
@NickKellet
Big companies have distinct roles and responsibilities for these, and are usually distinct boundaries. #CMWorld
@CarlaJohnson
They have more resources and rely heavily on technology #CMWorld
@CarlaJohnson
@SFerika Thanks for answering so quickly! Did you see that we posted the questions in our LinkedIn group? #cmworld
@CMIContent
In small companies, the same person may head both sales and marketing #CMWorld
@CarlaJohnson
A1: Enable your sales/marketing team to have a cohesive message enabling customer to seamlessly move through the sales cycle #CMWorld
@lttlewys
Often it’s someone with a sales background who’s tapped to also head marketing. #CMWorld
@CarlaJohnson
A1) Small companies are much more flexible, but large companies have their strategy together #cmworld
@Jupiter_Labs
Even though the roles and responsibilities are different between big and small companies, they face a common challenge #CMWorld
@CarlaJohnson
A1: Important to look at sales enablement within context: are we talking transactional or complex sales? #cmworld
@pisarose
@NickKellet Enable self service with easy ways to give Cust info they need, allow them to choose which content they wish to consume #CMWorld
@lttlewys
Both need an integrated understanding of what sales and marketing require to attract, engage and retain customers #CMWorld
@CarlaJohnson
@CMIContent I sure did! (and shared that link a little bit ago). Love wrapping my brain around the Qs early! #cmworld
@SFerika
Are you offering entry points to the funnel at all stages in the process? Does your content offer hooks? #cmworld
@NickKellet
Thinking of sales enablement as sale refinement helps both sales and marketing #CMWorld
@CarlaJohnson
A1: Also important in sales enablement to distinguish what sale teams want vs. what they need. #cmworld
@pisarose
@lttlewys @CarlaJohnson in some orgs that works well, in others you have marketing feeling like service providers, not partners #cmworld
@SFerika
Sales is already “enabled” to sell, they just need collaboration with marketing to help refine it so it’s consistent #CMWorld
@CarlaJohnson
@NickKellet I don’t think your content needs a hook but maybe a call to action, easy for the Customer to get answers #CMWorld
@lttlewys
Lead nurturing on the sales end can help content marketers evaluate which parts of the funnel work and which don’t #cmworld
@Ebyline
@CMIContent Isolate some success stories -> show sales how content can help go from lead -> consideration -> conversion/sale. #cmworld A2
@njh287
A2) Getting over the Sales-Marketing feud will save your company big $$$ #cmworld
@Jupiter_Labs
@SFerika That’s the problem, they should seamlessly work together, team culture is seen by Cust. Makes Co stronger @CarlaJohnson #CMWorld
@lttlewys
A2 – Data! Showing how #contentmarketing can help the sales cycle with concrete stats can make heads turn! #cmworld
@FiveMinPro
A2 understanding the buyer’s journey & their questions, which sales can facilitate, improves mktg content effectiveness #cmworld
@SFerika
A1 – Sales Enablement is to me about providing the “grease” make the process smooth, simple, & pain free. (forgot the #cmworld 1st time)
@FiveMinPro
A2: To justify, paint scary scenarios about what happens w/out sales & content marketing alignment. #cmworld
@pisarose
@CMIContent To get people’s attention, talk money. #CMWorld
@CarlaJohnson
A2 One Brand, One Message, A Holistic Sales Process #CMWorld
@zacharyjeans
@CMIContent A2: They both have the same ultimate goal, just focused on different stages of the process. #cmworld
@atxcopywriter
A2: Stronger internal communications/culture will translate over to the Cust, makes for stronger trust/relationship #CMWorld
@lttlewys
Misalignment between sales and marketing causes the typical company to under perform by 10% in annual revenue #CMWorld
@CarlaJohnson
A2: Without alignment, marketing messages can miss the mark (disconnect w/ convos sales reps are having). #cmworld
@pisarose
@pisarose Yes, also keeping reality in mind! Marketers can have big plans, but sales teams may not have the resources. #CMWorld
@AlyxGrabinger
@pisarose You need to tell the story one way or the other, right? #cmworld
@caramellagirl
@lttlewys Absolutely. What would you say is the first step in that process though? #CMWorld
@FiveMinPro
@lttlewys @CarlaJohnson totally agree. But too often, have seen sales eclipse marketing in driving activities. #cmworld
@SFerika
Companies with strong alignment between sales & marketing outperform their peers by over 20% #CMWorld
@CarlaJohnson
A2: A cohesive message allows for a unified team. That builds trust among customers and prospects which can build a strong brand. #cmworld
@Stephyena
A2: Sales and Marketing have the same goals, so they should be on the same boat, rowing in the same direction! #cmworld
@Jupiter_Labs
@pisarose I might even say they often miss the mark. #CMWorld
@FiveMinPro
@lttlewys @Jupiter_Labs I think it helps when you have a CMO who has Sales reporting to them #cmworld
@SFerika
When you show that alignment creates better nurturing and moves prospects through the funnel, that gets people’s attention. #CMWorld
@CarlaJohnson
@CarlaJohnson is there a link where we can read more about these statistics? #cmworld
@Ebyline
@FiveMinPro Clear company goals, Aligning sales strategy with marketing strategy and Strong internal culture #CMWorld
@lttlewys
@AlyxGrabinger @pisarose marketing automation can help bridge that gap #cmworld
@SFerika
MT @carlajohnson Its sales vs. marketing in some orgs, in others they work together – Q: If not, how do you make ’em? 😛 #cmworld
@Insightera
A3) Providing targeted content leads to targeted sales which leads to a higher conversion rate. #cmworld
@Jupiter_Labs
A3 creating content for all stages of the funnel (not just awareness) is key #cmworld
@SFerika
A3: Building awareness of product features, engaging current customers & keeping em informed about products they feel “attached” to #cmworld
@fundraisinisfun
With alignment, both marketing and sales are telling a RELEVANT story at the right time and place #CMWorld
@CarlaJohnson
@SFerika @lttlewys @jupiter_labs I think it’s rare to have sales reporting to CMOs though right? #cmworld
@Barry_Chandler
A3 content that answers questions that customers have is always valuable to sales #cmworld
@eccushing
@SFerika @Jupiter_Labs Great Social Businesses won’t have silos, they will have open internal communication, strong community #CMWorld
@lttlewys
@CMIContent It can contribute with lead generation or customer retention. #ContentMarketing #cmworld
@HumaraKausar
A3 marketing can draft a nurturing email series for Sales that highlights content resources at each stage of funnel #cmworld
@SFerika
Marketing can’t know what’s relevant without real-time feedback from sales. That requires alignment between the two #CMWorld.
@CarlaJohnson
A2 Your company sounds foolish at best & like liars at worst when sales & marketing can’t get their story straight. #CMWorld
@zacharyjeans
@CarlaJohnson What’s your goal? Use analytics to track + score leads; segment leads via content v other sources [PPC, search, etc.] #cmworld
@njh287
A3. Without content there are no sales. Content can be used to nurture leads through the sales funnel and down different paths. #cmworld
@StephanieFrasco
@SFerika @lttlewys I think they should work together, but on the same level, not one reporting to each other. #cmworld
@Jupiter_Labs
A3: Step one: content marketers must understand the complexity of the sales environment. #cmworld
@pisarose
Sales and marketing are the frontline of every company-they’re the “Promise Makers.” #CMWorld
@CarlaJohnson
@Barry_Chandler @SFerika @Jupiter_Labs Not so much anymore 😉 #CMWorld
@lttlewys
@pisarose Great point, Shelly! #CMWorld
@CMIContent
@CarlaJohnson and it is the same story just further along in the timeline! #CMWorld
@FiveMinPro
@Insightera @CarlaJohnson if sales and marketing are competing w/each other for project $$ and FTE allocation, hard to get there #cmworld
@SFerika
@zacharyjeans So true! Sales & marketing are co-authors not competing authors of bestsellers. #cmworld
@caramellagirl
A1 – When the power of marketing insights is used to better sales you get: Sales Enablement #CMWorld http://t.co/pNGv5cB2Dk
@WhatRunsWhere
@caramellagirl @zacharyjeans Great way to look at that! #CMWorld
@CMIContent
@CMIContent Educational content draws quality visits to your site and landing page for lead generation. Blogs and SM help broadcast #cmworld
@Denhoff_
A3: Content contributes to the sales process because sales is the first extension of the brand story. #CMWorld
@CarlaJohnson
A3: By discussing the products, the company… sharing stories of other Customers, establishing trust with prospects #CMWorld
@lttlewys
@Denhoff_ Thanks, Kyle – and thanks for joining us today! #cmworld
@CMIContent
A3 Most leads need several visits/impressions b4 conversion; dynamic #content keeps em coming back [+retargeting] -> conversions. #cmworld
@njh287
@lttlewys @Barry_Chandler @Jupiter_Labs I’ve worked in 2 large org w/CMO having Sales reporting to them #cmworld
@SFerika
A3: Marketers need to focus on helping sales teams understand the brand story and how to tell it in ways that work for them. #CMWorld
@CarlaJohnson
A3 Content tells a story that shares outcomes & experiences w which sales should share. #CMWorld
@zacharyjeans
“Sales & marketing are co-authors not competing authors of bestsellers” ~@caramellagirl #cmworld
@zacharyjeans
A3: Understand different stakeholders involved in purchase, different roles, perspectives, levels of influence #cmworld
@pisarose
@Jupiter_Labs @lttlewys agree, and I think it’s usually org structure/process that causes that! #cmworld
@SFerika
A3: Content in numerous forms and places tell the story and help nurture with a consistent story and purpose. #CMWorld
@CarlaJohnson
@CMIContent @CarlaJohnson And marketing can share data on what customers are interested in/worried about – benefits go both ways #CMWorld
@atxcopywriter
@SFerika @lttlewys @jupiter_labs Interesting. As CMO it would make my job easier….#cmworld
@Barry_Chandler
@CarlaJohnson Are there different brand stories or brand “highlights” depending on client/persona? #cmworld
@cmcphillips
@Jupiter_Labs That’s very true, we are seeing that shift moving very slowly. Lots of fear & mistrust on both sides @SFerika #CMWorld
@lttlewys
A3: content is important in the sales process because people need more info today. #cmworld
@Atomic_Reach
A3 – Content is the conduit, it’s the connection from first impression to the closed sale. #CMWorld
@FiveMinPro
By understanding the brand story and personas that sales targets, marketers can create relevant content that engages faster/deeper #CMWorld
@CarlaJohnson
A4 If Marketing are the script writers, then sales are the theater owners. #cmworld
@zacharyjeans
A4: Sales are often speaking one-to-one with customers and so know the q’s they have which can become content #cmworld
@Koozai_Cat
A4: sales is the eyes and ears in the field. They can help drive content by helping marketers understand pain points. #cmworld
@kenericson
@caramellagirl @zacharyjeans Love that description! #cmworld
@Barry_Chandler
A4) Sales needs to be in constant communication with Marketing and provide feedback on the quality of the leads #cmworld
@Jupiter_Labs
We have too many content kings, but not enough context queens who make the kings valuable for the kingdom. @tamaraschenk #cmworld
@pisarose
A4 – Sales can identify the precise pain points of customers on the fence, something content can address to a larger group #cmworld
@Ebyline
A4: Sales is marketing’s eyes and ears. They’re the conduit for conversations. #CMWorld
@CarlaJohnson
@Barry_Chandler Make the shift, creating a strong internal community will help align, open communication between 2 depts #CMWorld
@lttlewys
@CMIContent Sharing what questions they hear (helps define what’s of interest or confusing), as well as which points resonate. #cmworld
@NicKnowsMKTG
A4 – Sales can work with #contentmarketing through feedback for tweaks as well as driving people to the content on-going! #CMWorld
@FiveMinPro
Q4 Sales is on the frontline with your customers! Their experiences w/ what the customers respond, or don’t respond to is priceless #CMWorld
@WhatRunsWhere
A4 sales can amplify the voice of the prospect; share their key challenges & concerns w/mktg #cmworld
@SFerika
A4: Sales team brings back crucial, relevant info about customers which helps create targeted content marketing pieces #cmworld
@Atomic_Reach
@lttlewys @SFerika that’s awesome and very much needed! It will be a benefit for both departments and the company as a whole! #cmworld
@Jupiter_Labs
@CMIContent Sound simple, but many don’t do it. COMMUNICATE- ?’s/pain points of prospects. Create content w/ answers. #cmworld #brokenrecord
@njh287
@CMIContent @zacharyjeans Sales can help marketing by relaying sales objections, feedback, triggers to turn into content #cmworld
@Barry_Chandler
A4. Talk to the marketing dept! Neither should exist in a silo. Communicate needs & collaborate #cmworld
@eccushing
A4: Data tells one story but sales knows the “people” story. They see face to face the customers’ pain. #CMWorld
@CarlaJohnson
A4 cont: There’s nothing to stop yr sales team asking customers/clients what they would like to see discussed on yr site #CMWorld
@Koozai_Cat
A4: Sales can point to gaps in customer understanding, which feeds into messaging & content development. #cmworld
@pisarose
@pisarose ROFL!! I like that, really context is getting to be the stronger connector 😉 #Kings&Queens #CMWorld
@lttlewys
@Ebyline exactly! Sales can play an invaluable role in improving content through customer feedback! #CMWorld
@FiveMinPro
@CMIContent A4: The have a direct line to customers. What they hear from them should help inform content strategy #CMWorld
@atxcopywriter
A4 sales can (& should!) also ID buying stages w/Qs that are tough to answer/support so mktg can create support content #cmworld
@SFerika
A4: Sales has direct contact with clients. They know what questions they have/business problems. Responding makes great content. #cmworld
@Stephyena
A4: Sales sees and hears what matters most to customers and they need to bring those conversations back to mktg to affect content #CMWorld
@CarlaJohnson
A4 Relationships are the most valuable things in the social era. Both Marketing & Sales need to build them.#cmworld” TARGET=”parent”>http://t.co/BzIswb26Qf#cmworld
@zacharyjeans
@NicKnowsMKTG that is absolutely right! Sales people need to soak up every bit of info about the prospect and pass it on to Mktg #cmworld
@Jupiter_Labs
A4: The feedback from sales helps refine the story and the content strategy. #CMWorld
@CarlaJohnson
A4 – Sales can also contribute to persona creation #cmworld
@Ebyline
A4: Sales can alert marketing as to new ways that they want to create value for customers. #cmworld
@pisarose
@Ebyline Absolutely! #CMWorld
@CMIContent
@CarlaJohnson Yep. No matter how good your marketing department is they can always be better! #CMWorld
@FiveMinPro
@KyleAkerman @Denhoff_ I think it is! #CMWorld
@CMIContent
@Jupiter_Labs @NicKnowsMKTG having a process for that info collection/sharing also helps onboard new Sales EEs #cmworld
@SFerika
A4 – sounds like we’re all on the same page with this one! #CMWorld
@atxcopywriter
A4: Content can help sales present better business acumen, opening the door for more value creation for the customer. #cmworld
@pisarose
A5 The story starts at the top with the CEO- Chief Engagement Officer. #cmworld
@zacharyjeans
@CMIContent Companies need to “teach the choir to sing” They need to teach all employees to tell the same story #CMWorld
@CarlaJohnson
@CarlaJohnson The feedback is great. Sales is often there with the customers. They give the marketers direction and clarity #CMWorld
@caramellagirl
@atxcopywriter Agree! #CMWorld
@CMIContent
A5: establish strong guidelines and consistent tone of voice. #cmworld
@kenericson
A5: First step is to always go inside. Unless employees understand, believe and live the story, it will never be “real” #CMWorld
@CarlaJohnson
A5 – Simple enough but it helps to get all strategists in the same room at least once a week #cmworld
@Ebyline
@Barry_Chandler Exactly! Poor communication compels folks to go rogue. #cmworld
@pisarose
@FiveMinPro @CarlaJohnson Aren’t we always evolving? We have to change with the world & times. Otherwise, we can get stale fast! #CMWorld
@caramellagirl
@CMIContent Make sure everyone (marketing, sales, customer support, and beyond) is trained in the brand positioning and strengths #cmworld
@atxcopywriter
A5 Get yr brand values straight. Set up the guidelines but be flexible so it’s not too ‘corporate’ #CMWorld
@Koozai_Cat
A5 required messaging training across the org; desk drop cheat sheets & talking points cards can help message consistency #cmworld
@SFerika
A5 – The story needs to be told inwards not outwards first. Live it, breathe it, love it before you spread it to the world. #CMWorld
@FiveMinPro
A5: Break your story down into bite size chunks. Give people to tools to share and tell these micro-content stories #cmworld
@NickKellet
Q5: Educating employees on the story and inspires them to tell it in ways relevant to their function #CMWorld
@CarlaJohnson
A5 Don’t ask your employees to live a lie. Marketing & Sales have live in reality. #cmworld
@zacharyjeans
Q5: Think strategically. Create an editorial calendar, unify messaging across all platforms and be transparent #cmworld
@CarrieSchmelkin
A5: Have strong internal comms w/ a staff newsletter and encourage input to strategy #CMWorld
@Koozai_Cat
A5: Talk to the employees, they all have a story and are the best resource internally & externally! Bring in #CMGR create community #CMWorld
@lttlewys
A5 and so important to have a voice + style guide for internal/external content creators to ensure message consistency #cmworld
@SFerika
A5) Constant communication and an integrated strategy. Companies need to stop acting like headless chicken flapping around! #cmworld
@Jupiter_Labs
A5: It’s important to have a team that believes in the company story before they share it with others. Step 1: Employee engagement #cmworld
@Stephyena
A5 Don’t ask your employees to live a lie. Marketing & Sales should live in reality. #cmworld
@zacharyjeans
@CMIContent A5: Strong onboarding process that shares your company story and culture. Encourage employees to get involved on social #CMWorld
@Denhoff_
Q5: As the “promise keepers” they are the ones who make the story come alive. They reinforce the story told by sales & marketing #CMWorld
@CarlaJohnson
@caramellagirl @CarlaJohnson Not all of us are. Silo marketing dept are abundant unfortunately. #CMWorld
@FiveMinPro
@CarlaJohnson Not only getting ‘buy-in’ from entire organization, but belief + intuition for the WHY; no silos for content/social. #cmworld
@njh287
Q5 You need to practice your story. Make it memorable. Acronyms work well. #cmworld
@NickKellet
A5: Create clear messaging, ask your employees… often, the Company brand, message is muddled internally #CMWorld
@lttlewys
Q5: Companies have to consistently tell the same story, inside and out, and show ways that they live it #CMWorld
@CarlaJohnson
@CMIContent A5 – It is all about defining your company culture and making sure it’s instilled in EVERY single new hire #CMWorld
@WhatRunsWhere
@CarlaJohnson and their own audiences through their own channels. #CMWorld
@caramellagirl
A5: Consistency is good, but doesn’t = sameness. Brand ambassadors can sing in the same key, but can be reggae, classic… #cmworld
@pisarose
@Koozai_Cat Good point! You don’t want to lose personality in the process #cmworld
@atxcopywriter
@Jupiter_Labs A5 People buy from people. The more you share the human side of the business, the more stories you can tell #cmworld
@Barry_Chandler
A5: Three things work well. Tell your story in three simple steps #cmworld
@NickKellet
@Insightera @lttlewys @Barry_Chandler @Jupiter_Labs If your biz leader came from sales, maybe less likely to make that change? #cmworld
@SFerika
A5: @motosolutions and @Emerson_News are great examples of how to do this from recruiting to emp comm to sales and delivery #CMWorld
@CarlaJohnson
Opps I got my A’s and my Q’s mixed up. #cmworld
@NickKellet
@SFerika @NicKnowsMKTG I agree, Erika! In general, companies need to become more structured when it comes to marketing and sales #cmworld
@Jupiter_Labs
@pisarose Exactly!! Message will resonate more if told in differ ways #CMWorld
@lttlewys
A5: We have to empower others to make our story their story #CMWorld
@caramellagirl
A5: It grates me when brands restrict their staff on social media, it could definitely backfire! #CMWorld
@Koozai_Cat
@NickKellet Ha – all good! #cmworld
@CMIContent
A5 In the social era, companies and clients are co-authors. #cmworld
@zacharyjeans
@CMIContent A5: And you always need to find fresh and new ways to to retell the same story. #cmworld
@HayleyCalhoon
A5: People need to understand how your story relates to them. They don’t care about you, they care about themselves. #CMWorld
@CarlaJohnson
A5 at one co, we had standup cards on our desk w/the corporate vision+values+messaging; it sunk in! #cmworld
@SFerika
@CMIContent Shareable content can help create brand ambassadors; your first brand ambassadors should be your employees! START there #cmworld
@njh287
@lttlewys Yep. Different facets, fragments & filters. #cmworld
@pisarose
A6: all brand storytelling has to start with HR. #CMWorld
@CarlaJohnson
@Koozai_Cat Not only that but they should provide training, just coz Employee can’t access FB via work puter… #SmartPhone #CMWorld
@lttlewys
@Koozai_Cat it can also hurt their future recruiting efforts #cmworld
@SFerika
A6 Every vertical is responsible for lead nurturing in the social era. #cmworld
@zacharyjeans
@CMIContent A5: It always help if you preach what you live. Your story must be true – and must communicate it within the company. #CMWorld
@palkoviz
@Barry_Chandler 🙂 I agree, but you still need to get the people on the same page to have a coherent brand image. #cmworld
@Jupiter_Labs
A6: To get the right people in sales & marketing to tell the right story, you have to hire the right people. #CMWorld
@CarlaJohnson
@Barry_Chandler @Jupiter_Labs I like this! Maintaining a personable approach is key. #cmworld
@Stephyena
@CMIContent A6 Critical in evaluating sales personalities & attributes rather than just experience. Storytelling & passion 1st #cmworld
@Barry_Chandler
A6: Marketing and sales are significantly different now than even a few years ago. You have to hire people who are agile thinkers #CMWorld
@CarlaJohnson
A6 – If the company is immersed in the brand, HR/recruiting helps bring in those that align with that story & want to empower it #CMWorld
@FiveMinPro
@njh287 @CMIContent Couldn’t agree more! The front-line should be a brands’ #1 ambassadors. #cmworld
@HayleyCalhoon
@Denhoff_ @CMIContent Exactly – the sales are the ones closest to customer. If they don’t know what’s up, then there is a problem #CMWorld
@palkoviz
A6 HR can help by looking for Sales & Marketing hires who are strong collaborators, don’t view each other as frenemies #cmworld
@SFerika
A6: HR should be hiring for fit, personality & complementary to people already on the team. Create the culture you want! #CMWorld
@lttlewys
@Jupiter_Labs That’s marketing’s job to create the brand, the tone, the story. It’s up to sales to activate and enable it. #cmworld
@Barry_Chandler
@CarlaJohnson Agreed. HR needs to wear the org’s culture (the living brand) on its sleeve. #cmworld
@pisarose
A6 HR/Recruiting is touching industry talent~ they better honor the brand’s message. #cmworld
@zacharyjeans
@CMIContent The first step is to decide key messages. This will ensure consistency in the story for internal/ external stakeholders #cmworld
@thisisshruti
@CMIContent @palkoviz Many companies have stories that aren’t exactly the one people “know”. Truth I don’t think is required #CMWorld
@FiveMinPro
A6 HR should also be using brand messaging in recruitment activities, to get recruits acquainted w/message+values b4 hire #cmworld
@SFerika
@Insightera @sferika @lttlewys @jupiter_labs Data driven companies will ALWAYS have better alignment. Agreed. #cmworld
@Barry_Chandler
A6: HR/recruiting must understand the ideal candidate for a role, especially for sales. Candidates must fit with company culture. #cmworld
@Stephyena
A6: Hiring the right people is “insurance” for your brand story @CMIContent post – http://t.co/zEWopFhwgT #CMWorld
@CarlaJohnson
@lttlewys You are spot on! You can always train people in technical things, but you can’t (shouldn’t) twist their personality! #cmworld
@Jupiter_Labs
@FiveMinPro You don’t think truth in your company’s story and message is important? Tell us why. #cmworld
@CMIContent
@CMIContent Both are related. Sales provides consumer insights which in turn will shape content for consumers #cmworld
@thisisshruti
@CMIContent The new hire ‘formalities’ about brand need to be valued/reinvigorated. New hires need instinct for brand from day 1. #cmworld
@njh287
A6: Your brand story should serve as a filter for what you look for in employees, especially sales and marketing #CMWorld
@CarlaJohnson
A6 – Some sales personalities just fit the brand message better than others #cmworld
@Ebyline
@CarlaJohnson @CMIContent Exactly. Sale is the ultimate goal and marketers can’t forget that. #CMWorld
@palkoviz
A5: Less always more with storytelling. Or people will decide which bits of your story to remember (and they will anyway) #cmworld
@NickKellet
@Insightera @lttlewys @Barry_Chandler @Jupiter_Labs if they have shared goals & metrics they definitely will #cmworld
@SFerika
@Barry_Chandler @SFerika @lttlewys @Jupiter_Labs No bias here. 😛 #cmworld
@Insightera
@FiveMinPro @CMIContent Well, it helps. Otherwise you end up with bunch of cynical sales reps… Plus I don’t like to lie #CMWorld
@palkoviz
A6: Were in a situation now where we need to hire for mindsets, not skillsets. Skills are teachable. Mindsets are inherent. #CMWorld
@CarlaJohnson
What editorial content management tools do you use and like? Looking for something more robust. #cmworld
@JoshNason
@CMIContent Content attracts potential customers. This is esp true of knowledge/ research firms. #cmworld
@thisisshruti
@CMIContent Truth is a relative thing. A computer Co. starting in a garage with no money is a better story than with major capital #CMWorld
@FiveMinPro
@FiveMinPro @CarlaJohnson You’re right! That’s a bigger issue when it comes to changing culture to promote collaboration #CMWorld
@caramellagirl
@CMIContent Content helps in creating thought leadership in the market. This will in turn create potential sales leads #cmworld
@thisisshruti
@JoshNason I used @centraldesktop for content workflow. Loved it. #cmworld
@SFerika
@palkoviz Yes, if more companies would preach what they live, truth in brand story would be quickly evident. #CMWorld
@CarlaJohnson
@palkoviz @CMIContent I agree it certainly is better for it to be true but truth is easily & often manipulated to fit needs. #CMWorld
@FiveMinPro
A7 Sales can ID customers willing to share their stories w/peers, or in marketing content #cmworld
@SFerika
@palkoviz @CarlaJohnson @CMIContent Showing results via data and numbers. That’s the new marketing and CMO lingo #cmworld
@tamarweiss
@CarlaJohnson Exactly! We need to look at why we are hiring someone not their resumes! #HireforCulture #CMWorld
@lttlewys
A7- Marketing provides tools and trust indicators to sales. Sales provides feedback to marketing #cmworld
@Ebyline
@CMIContent create a regular way to share stories and encourage everyone to participate (newsletters, etc.) #CMWorld
@lauramory
A7) Sales needs to keep the bigger picture in mind, not just a quick sale, e.g. offer most suitable product, not highest commission #cmworld
@Jupiter_Labs
A7: Someone has to “own” the customer throughout the entire life cycle-from prospect to retention. Right now, no one does #CMWorld
@CarlaJohnson
A7: Content marketing for retention: keep the customer engaged, move them to upsell/cross-sell, advocacy. #cmworld
@pisarose
A7 Sell to the ideal customer profile as defined by the brand, less likely to have poor retention. Essential to identify ICP early. #cmworld
@Barry_Chandler
A.7 Engaging content with a compelling story IS the first step in sales. #CMWorld
@Shane_N_Jewett
@caramellagirl @CarlaJohnson yes building the company from the ground up is easier than turning the “tanker” around #CMWorld
@FiveMinPro
@lttlewys @CarlaJohnson you can train them on tactics+message,but their personality is here to stay! 😉 #cmworld
@SFerika
A7: Marketing needs to take better ownership and not just hand off leads. Both need to have a stake in the retention game. #CMWorld
@CarlaJohnson
A7 Relationships don’t fit as neatly as content production does into a pie chart on Friday. Less is more. #cmworld
@zacharyjeans
@CarlaJohnson Who should that be? Difficult to for any one person to cover entire life cycle #cmworld
@Barry_Chandler
@CMIContent Current customers have similar lifestyles/pain points/interests as prospects; content still about helping all. #cmworld A6
@njh287
@Jupiter_Labs Could not agree more; well said! #cmworld
@Stephyena
A7: Sales needs to understand the bigger picture, not just what it takes to sign on the dotted line. #CMWorld
@CarlaJohnson
@CMIContent A7 communicate regularly and develop common goals. #CMWorld
@lauramory
@tamarweiss @CarlaJohnson @CMIContent Unfortunately often overlooked. Some people don’t see the point in presenting results. #cmworld
@palkoviz
A7: Both teams need to work together, Customer lifecycle is just as imperative as initial sale #CMWorld
@lttlewys
A7 What gets rewarded gets repeated. Compensate people appropriately for the sale. #cmworld
@zacharyjeans
A7: Sales & marketing have to collaborate to understand what keeps ’em satisfied, loyal and turns them into brand evangelists #CMWorld
@CarlaJohnson
@SFerika @lttlewys Agree! And @joepulizzi & @pamkozelka love all of the personalities of the CMI team. 🙂 #cmworld
@CMIContent
@CMIContent Content>Trust>Sales>Content>Sales>Trust #contentmarketing = #inboundmarketing = customer retention. #cmworld
@fetchprofits
A7: If both have skin in the game for the entire customer lifecycle, it creates a different internal dynamic #CMWorld
@CarlaJohnson
A7 – Content being no thought of as an adaptable tool rather than a static thing. Quality content can be used by sales post sell. #CMWorld
@FiveMinPro
@CarlaJohnson in prior firm once prospects were at pitch, assigned CustX rep who stayed through sales process to become client rep #cmworld
@SFerika
Q8: How do you measure the success of your #sales enablement program? #cmworld
A7: When both focus on the big picture and road to retention, there’s more willingness to work together and better collaboration #CMWorld
@CarlaJohnson
@CarlaJohnson Agreed. Similarly, marketing needs to see the bigger picture before & beyond lead gen. #cmworld
@pisarose
@CarlaJohnson One can also create content FOR current customers; i.e. webinar to answer FAQs, share best uses of product, etc. #cmworld
@njh287
MT @CarlaJohnson On HR’s role in sales – hire a personality, not a skillset. #cmworld
@tamarweiss
@zacharyjeans usually sales gets compensation, but not the marketing team who provided content/tools/support #cmworld
@SFerika
@CMIContent A7: Get on the same page. Make certain everyone knows — and agrees with — what success looks like. #CMWorld
@bigboxcar
@FiveMinPro *sigh* Content shouldn’t be a one-off, needs to circulated, recycled and repurposed! Then Rinse & Repeat #CMWorld
@lttlewys
@bigboxcar Hi Karl! Thanks! What mug are you using today? #cmworld
@CMIContent
@pisarose @CarlaJohnson I’ve seen it work best when mktg also owns client comms, not just leadgen #cmworld
@SFerika
@SFerika Exactly my point. I believe in a high touch social world, that compensation scheme will change. #CMWorld
@zacharyjeans
A7: Marketing and sales can serve as each other’s best trusted advisors #CMWorld
@CarlaJohnson
@njh287 @CarlaJohnson exactly, which sales people can use as a tool for an easier sale down the road. #CMWorld
@FiveMinPro
A8: Measure content use. Monitor which resources are used most often by reps & why. Which pieces do top reps use? #cmworld
@pisarose
@lttlewys Is there any more used analogy than the shampoo directions analogy? LOVE IT! #CMWorld
@FiveMinPro
A8: Moving prospects through the funnel is only part of success #CMWorld
@CarlaJohnson
As much as I would like to stay, got to run. Thanks for a great chat @CMIContent! Have a great day everyone! #cmworld
@Stephyena
glad to catch the tail end of #cmworld today #betterlatethannever
@RhondaHurwitz
@SFerika @pisarose @carlajohnson This I agree with 100%. #cmworld
@Barry_Chandler
@zacharyjeans and once the compensation changes, the collaboration will definitely happen #cmworld
@SFerika
A8: The prospect’s experience along the way matters. That’s the start of the brand experience. #CMWorld
@CarlaJohnson
@FiveMinPro Wait, those are shampoo directions? I thought that was for coffee consumption 😉 Drink, rinse mug, repeat #CMWorld
@lttlewys
A8 decreased sales cycle, increased conversion rate of prospects who are using the content #cmworld
@SFerika
A8: include client retention and customer satisfaction into the sales metric. Only if customer is happy, it was a successful sale #CMWorld
@Jupiter_Labs
We need to hire for mindsets, not skillsets. Skills are teachable. Mindsets are inherent via @InkPlusLLC @CMIContent @CarlaJohnson #cmworld
@RhondaHurwitz
@SFerika @zacharyjeans Not sure it’s compensation, needs to be deeper then that, empower and create passion for employees #CMWorld
@lttlewys
@thisisshruti Thought leadership is key to sales success. #CMWorld @CMIContent blog post today http://t.co/4v87QTHu4a
@CarlaJohnson
A8 – Not only the generation of qualified leads for sales but also the extent of feedback from sales to the marketing department #CMWorld
@FiveMinPro
A8: Beyond just getting the sale, retention matters. Size of sale matters. Upsell matters. Referrals matter. #CMWorld
@CarlaJohnson
@CMIContent Hallo! Great #CMWorld chat. I’m drinking from my @YiyingLu Twitter Fail Whale coffee mug! (old pic): http://t.co/I6DPTDHFSB
@bigboxcar
We need to hire for mindsets, not skillsets. Skills are teachable. Mindsets are inherent via @InkPlusLLC @CMIContent @CarlaJohnson #cmworld
@iCopyright
A8: Profit!! Repeat customers, stronger relationships. #CMWorld
@lttlewys
@lttlewys I thought you were a coffee drinker? What true coffee drinker washes their mug between cups??? *SHOCKED FACE* #CMWorld
@FiveMinPro
A8 Are you thinking sales cycles or purchasing cycles? #cmworld
@NickKellet
A8: Measurement of success needs to take a broader look. #CMWorld
@CarlaJohnson
@lttlewys @zacharyjeans I don’t think compensation is all of it, but it is a big driver in Sales behavior #cmworld
@SFerika
.@CarlaJohnson & @CMIContent do a terrific job of moving #cmworld chatters through stages of engagement, spoon-feeding content.
@pisarose
A8: Some companies find success in longer sales cycles because the sale was larger and retention longer. #CMWorld
@CarlaJohnson
@NickKellet I would think sales enablement spans both categories. #CMWorld
@FiveMinPro
@pisarose @CarlaJohnson Thanks Shelly! #cmworld
@CMIContent
A9 – Customer personas and easily scannable content like infographics for sales to reference #cmworld
@Ebyline
A9: Need a really strong CRM, one that includes Social platforms, strong enablement of sales & marketing to work together #CMWorld
@lttlewys
A9 Multiple videos, whitepapers, guides, case studies, client interviews, 3rd party verified stats #cmworld
@Barry_Chandler
@lttlewys @zacharyjeans have had Sales peeps tell me they weren’t interested in helping mktg b/c there was no personal upside 🙁 #cmworld
@SFerika
@FiveMinPro Lol!! A very, strong OCD Neat Freak resides in me! I don’t believe in the power of mixing coffee #CMWorld
@lttlewys
A8: My friends in sales say they’re “coin operated”. But it needs to transition to where sales has skin in retention #CMWorld
@CarlaJohnson
The more we use content to enable the sales process and lead gen, the more an understanding of personas is key #cmworld
@iCopyright
Q9a: I once read a recommendation for providing “Cliff Notes” to help sales learn how to use content. Thoughts? #cmworld
@pisarose
@Barry_Chandler @ebyline @lttlewys re A9 – great comments – thanks! #cmworld
@CMIContent
@SFerika @lttlewys @zacharyjeans The sales ppl I know are driven by two things 1) $$$ 2) how easy is it to make $$$ (in a good way) #CMWorld
@FiveMinPro
A9: A firm hand shake and confidence #cmworld
@Shane_N_Jewett
A9: Technology that connects with different personas at different times in the sales and retention cycle is one #CMWorld
@CarlaJohnson
A1 Sales enablement is the art of ensuring customers can access data they need about your service when they want #cmworld
@businessgp
@pisarose love that idea. And of course, seeing SQL’s will make them true believers:) #cmworld
@iCopyright
@sferika – try managing a quid pro quo between the two groups #cmworld
@Ebyline
A9: Sales needs to get intimate with personas and understand how to use them #CMWorld
@CarlaJohnson
@lttlewys *hangs head in disappointment* #CMWorld
@FiveMinPro
@pisarose I found there was more sharing/usage of content w/talking points provided #cmworld
@SFerika
@SFerika @zacharyjeans Most sales aren’t vested in what Mkting is, need to create a strong relationship, then that Song changes #CMWorld
@lttlewys
A9: Many different types of content, but make sure it’s “snackable” for sales. You have to capture their attention. #CMWorld
@CarlaJohnson
A9 I’ve created shareable social content, email templates and nurture campaigns, social profile examples/guidelines #cmworld
@SFerika
A1 The difference between organisations is driven by complexity of structure not necessarily size. #cmworld
@businessgp
@CarlaJohnson Here’s our buyer persona twitter chat transcript we had w @buyerpersona: http://t.co/y1mQMiJTBt #cmworld
@CMIContent
@businessgp Great to have you!! #CMWorld
@lttlewys
@pisarose Great idea. Most sales guys want the quickest way to tell the story #cmworld
@Barry_Chandler
@pisarose It’s an interesting concept but will it get the same results that “Cliff Notes” did for book reports? #CMWorld
@FiveMinPro
@CMIContent @CarlaJohnson @buyerpersona thank you … look forward to reading! #cmworld
@iCopyright
@SFerika *cough* @Nimble *cough* Just saying!! Amazing #Scrm 😉 #CMWorld
@lttlewys
@SFerika Thanks so much for sharing your experience! This has been a nagging question for me. #cmworld
@pisarose
@lttlewys @zacharyjeans agree, takes time to build those relationships but so worth it #cmworld
@SFerika
A2 By showing what a disconnected conversation with a customer/prospect is really like. Make it real. #cmworld
@businessgp
A9: Teaching Sales about how to pitch to different buyer personas and providing content to different steps in nurturing process #CMWorld
@Jupiter_Labs
A9: following up with the customer is always a must. #cmworld
@Shane_N_Jewett
@SFerika @pisarose I’ve noticed that as well – provide facts/details/easy ways & direction, and sharing increases exponentially! #cmworld
@cmcphillips
A3 CM provides ready made easily accessible sales materials if managed correctly. #cmworld
@businessgp
@Barry_Chandler @pisarose that should make them natural content marketers! <= *quickest way to tell the story* #cmworld
@iCopyright
@lttlewys @zacharyjeans a former sales enablement director & I became BFFs at work which made collaboration easy (+more fun!) #cmworld
@SFerika
@pisarose @SFerika I think it’s a great idea to have a primer to go with content for other depts! Not just sales, creates inclusion #CMWorld
@lttlewys
@Shane_N_Jewett Of course! It is a must, and should be something sales wants to do. #cmworld
@CMIContent
@lttlewys @Nimble noted! ;p #cmworld
@SFerika
A4 Marketing (with a capital M) is not a function by a way of operating. Sales are fundamental to that. #cmworld
@businessgp
Top10 US #Trending Topics at http://t.co/POQhsYTS0j : 1: Kim and Kanye 2: #cmworld 3: #PLL Topics off: 2013-10-22 16:50:04 GMT
@TweetStreams
A10 Regular calls/meetings, leads/sales review, sales to receive all marketing comms in advance, sales to share all feedback #cmworld
@Barry_Chandler
A9 – On-going conversation, it doesn’t matter from where the drive for enablement comes as long as it comes! #CMWorld
@FiveMinPro
@TriciaLOlson @CMIContent let’s not forget old school … pick up the PHONE:) #cmworld
@iCopyright
@pisarose np happy to share more about what’s worked #cmworld
@SFerika
@tamaraschenk Brilliant analogy, Tamara! Love the new spin. Really resonating with #cmworld chatters!
@pisarose
Q10: In this case, size really does matter. Big companies can’t do meetings on the fly like small companies. #CMWorld
@CarlaJohnson
@businessgp Welcome, Marc! Thanks for playing catch up – glad you could join us for a little bit! #cmworld
@CMIContent
A10: Coming up with goals together (not one dictating the other), team building events, and regular meetings #cmworld
@Jupiter_Labs
A10: Give teams a way to communicate with each other, emails, internal chat platforms, workshops, team field trips #CMWorld
@lttlewys
A5 Be clear on your story and how it should be told. Allow people to be themselves but clarity on non-negotiables is key #cmworld
@businessgp
A10 – Weekly meetings. More contact can be disruptive, less is of no use #cmworld
@Ebyline
A6 HR/Enablement help get the right people on the bus, they need to them support the nurturing of that talent. #cmworld
@businessgp
@CMIContent there frequently seems to be a disconnect with sales and this. #cmworld
@Shane_N_Jewett
A10: Bigger companies require more structure than smaller ones. But nothing replaces person-to-person communication. #CMWorld
@CarlaJohnson
@lttlewys @pisarose I’ve seen success posting new content+talking points +click to tweet 4 customer Xp folks too #cmworld
@SFerika
@CMIContent And have to be [kind of] cynical, assume employees WON’T be keen. Focus on success/$$/sales, tangible prizes. #cmworld
@njh287
@lttlewys If it’s done right, yes. Must be brief, simple & punchy. Don’t want sales reps to drown in more info. @SFerika #cmworld
@pisarose
@CMIContent Internal social networks are growing in a big way. It can provide a more collaborative platform for communication. #CMWorld
@thisisshruti
A10: One of the best ways to communicate is to simply pick up the phone. Get off email and have a conversation with people. #CMWorld
@CarlaJohnson
A10 – The “Small Group” concept often works very well. Build diverse small groups that collaborate across departments. #CMWorld
@FiveMinPro
One week to gooooooo!!! Content a big part of the digital stage http://t.co/NqjOsqF7Ek @WebSummitHQ #content #cmworld
@eilis_boyle
A10 sitting in on each other’s all hands very important. Have an FTE on each team own cross-team communication #cmworld
@SFerika
@SFerika @pisarose Ohh, I love content with click to tweet, same with presos!! Makes a huge differ!! #CMWorld
@lttlewys
@CMIContent it’s a bit whirlwind but fun all the same 😉 #cmworld
@businessgp
Did we miss your question in today’s chat? Email cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld
@CMIContent
A7 By providing the right information at the right time to ensure it is easy to do business with you. #cmworld
@businessgp
Don’t forget to let sales know new content you are putting out there. Sometimes, marketers forgets to do that (not on purpose) #cmworld
@iCopyright
A10: Build relationships with the top sales performers. 20% of sales brings in 60% of revenue. Talk to the people doing it right #CMWorld
@CarlaJohnson
Thank you @CarlaJohnson for your great insights on sales enablement & content marketing! So helpful! #cmworld
@CMIContent
A8 Sales enablement measured by improved conversion, better retention and customer satisfaction. #cmworld
@businessgp
@lttlewys @pisarose If you make it easy for folks, they’ll share! #cmworld
@SFerika
Thanks so much @CMIContent!! What a great chat, I am totally going to #FanGurl @CarlaJohnson she is amazaballs! Great choice #CMWorld
@lttlewys
Upcoming #CMWorld chat dates/speakers: http://t.co/PcYRzG5TGs Next wk we talk #podcasting w/@pamelamuldoon!
@CMIContent
@CMIContent Thank you for having me! It’s great seeing all the lively conversation today. #CMWorld
@CarlaJohnson
Oh wow, that was it already? Thanks to @CMIContent and @CarlaJohnson for a great #CMWorld Chat 🙂
@Jupiter_Labs
More info on today’s #CMWorld chat guest @CarlaJohnson: http://t.co/DVNagTAsmv Thanks again, Carla!
@CMIContent
The sales team should keep the content marketing team in the loop of what common themes/questions they are hearing from customers. #cmworld
@Jessie_Laux
@SFerika @CarlaJohnson Lots of new faces – super fun! #cmworld
@CMIContent
@Jupiter_Labs @CMIContent @CarlaJohnson the hour flew past even faster than usual! 😉 #cmworld
@SFerika
@CarlaJohnson great point. Connect with the sales movers and shakers! (of those 20%, what % is online and social?) #justwondering #cmworld
@iCopyright
@SFerika @pisarose Great chatting with you both today!! Shared some great insights in todays discussion!! #CMWorld
@lttlewys
@SFerika And you need to be our guest one of these days! Let’s chat about that! #cmworld
@CMIContent
@TPLDrew @TODAYshow @alroker @WillieGeist Great segment! Congrats! – Yours Truly, The Late Table at #CMWorld @robinhlane
@lmaaa
A10 Sales & marketing should connect as a way of life. Sales take inside world out & marketing bring outside world in. #cmworld
@businessgp
@eccushing I thought @CMIContent provided a great chat today for me to learn from! #cmworld
@ally_penella
@iCopyright Great question, I’d love to know that answer. #CMWorld
@CarlaJohnson
Some good discussions today in #CMWorld might have to try that one again. Let people get used to having me around. hehehe
@FiveMinPro
@pisarose @lttlewys @CMIContent *blush* #cmworld
@CarlaJohnson
@FiveMinPro Ohh, please, quit playing coy with @CMIContent, we know you have #CMWorld in your calendar!!
@lttlewys
@FiveMinPro Loved your insights! Hope you’ll be a regular instigator. 🙂 #CMWorld #CMIContent
@CarlaJohnson
@CMIContent I’d love to! And ty for the vote of confidence @pisarose! 🙂 #cmworld
@SFerika
@CMIContent Q9 follow-up question: Do you know of an infographic like this that includes Content Marketing? http://t.co/nMFk3xcUnv #CMWorld
@bigboxcar
@FiveMinPro Please do! We’ll be sure to remind you next Tuesday. Here’s the schedule for your files: http://t.co/PcYRzG5TGs #cmworld
@CMIContent
@ally_penella @eccushing Whoops – right link here! http://t.co/PcYRzG5TGs #cmworld
@CMIContent
