Early stage opportunities

Keeping prospects interested and engaged

Typically where the shift in ownership from marketing to sales happens. Sales are now responsible for nurturing a prospect, but still lean heavily on marketing to provide them with interesting content to support this.

	Pre-2020	Post-2020
Audience	Developed by marketing with broad messaging that speaks to industry segment Little in the approach to differentiate one supplier from another in the eyes of the customer	Recognition that prospects are better educated/a longer way through their research by the time sales are engaged Millward Brown Digital “Navigating the New Path to Purchase” report: “The traditional purchase funnel diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform. In today’s world, where consumers have access to constant information . . . each person’s path to purchase is complex and unique.“
Content	Mostly generic content, occasionally personalised	More ownership by sales CSO Insights 5th Annual Sales Enablement Study: "Despite most sales leaders considering it to be ‘marketing’s job’, in fact just 39% of the content salespeople need is created by marketing." Increased sophistication of content being shared Less volume – more focus More tailored
Technology	Emailed out by (or on behalf of) the salesperson, typically as flat pdf’s No way of knowing level of engagement in the materials by the prospect In larger organisations, sales enablement platforms do the heavy lifting	Adoption of different formats Multimedia, interactive Personalised video tools like Lens

Eyeful-Sales Engine Alliance Customer projects

1. Global software company (£3bn) SalesIQ

Developed a video creation and editing process that allows sales to quickly record client-specific content to be shared via their existing ABM platform.

2. Travel technology provider (£2bn) SalesIQ

Supported the implementation of Seismic as their sales enablement platform, including advising on presentation and messaging design, and building new proposal documents.