Good content drives repeatable success. Underperforming content means success only happens by accident...
The impact on sales teams of poor quality content can be profound.
At their best, sales training materials will educate, inspire and focus your frontline workforce, improving their skills, knowledge and professionalism.
And the best sales enablement collateral will both connect to, and support an effective sales engagement process.
Get both of these things right and, with the right team in place, you're well on your way to driving results and revenues.
BUT GET IT WRONG AND THE RESULTS ARE MISSED TARGETS, LOST REVENUE AND A DISHEARTENED AND UNMOTIVATED TEAM.
For sales training and enablement to be truly effective, the content and materials that support them must be kept relevant, up-to-date and aligned to the processes and the goals of the organisation.
Outdated, ineffective or unengaging materials, with no clear relationship between the content and the end goals inevitably leads to disillusionment and poor performance.
Without a well-structured plan and comprehensive process of delivering the right content to the right people, in the right way, at the right time, what you end up with is little more than a repository of materials rather than a critical tool to support and drive sales readiness.
Similarly, if it becomes a time-consuming struggle for people to find relevant, useful information, they will simply stop looking for it and may even start creating their own. This is unlikely to deliver the right outcomes and this sort of inconsistent approach inevitably makes management harder.
Clearly this is a situation which can't go unchecked for long. To ensure that sales teams are set up for the best possible chance of success, a new approach to the development of materials and content is required.