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Turn Your Content Into A Reliable Revenue Driver

In a recent post on the SiriusDecisions blog, Sharon Little explains how using revenue as a North star for content production can transform an organization’s quality and performance of sales content. She argues that this approach saves time, minimizes production of unnecessary content, and creates more value for both customers and the sales team. To focus content production on the highest revenue driving pieces, Sharon suggests you:

Once you’ve done these fundamental steps, here’s where the measurement comes in—and where you can make the revenue connection in actual dollars and cents!

Modern Sales Enablement platforms can measure content usage throughout the sales cycle, and therefore can analyze content’s effectiveness in moving customers through the buying process including its impact on revenue.

While not all marketers have revenue goals, all marketers can be revenue marketers with the help of sales enablement solutions. Sales enablement bridges the gap between marketing and sales to turn content into revenue. Importantly, this bridge can also help neutralize the finger pointing between the two that so often stalls progress and hinders sales success.

Sales Enablement’s closed loop analytics let you understand which pieces customers respond to with absolute certainly, enabling mapping of content back to revenue results and letting you optimize content over time. When marketers know what works, they know where to focus their energy, and can build a well-informed roadmap of content to create in the future and deliver better, faster, more impactful materials.

Recently, SiriusDecisions published a study that frames just how much organizations spend on content creation each year. It’s more than you might think, and in the associated study brief, you can read the results firsthand and understand some key insights to the implications of content creation costs for B2B organizations. Download the study with our compliments, here. If you want to this opportunity to hear research-backed suggestions directly from one of the leading voices in sales enablement and turn your organization’s content into bottom-line results, check out this SiriusDecisions webinar entitled, Connect Sales Content to Revenue, to learn more.

By getting a handle on your content creation costs and implementing a structured, measurable approach to content development and deployment, your organization can turn content into revenue time and again!

Shawnna is the Director of Marketing for Highspot, the industry’s most advanced sales enablement platform, helping organizations close the loop across marketing, sales, and the customer. Learn more about sales enablement at http://wwww.highspot.com… View full profile ›

This article originally appeared on Highspot and has been republished with permission.Find out how to syndicate your content with Business 2 Community.

Highspot is the industry’s most advanced sales enablement platform. Using Highspot, sales teams are connected to the most relevant content for each situation, have flexible ways to present content to customers, and gain real-time visibility into whether customers find the content engaging. Advanced analytics lets marketing and sales understand how content is performing across the sales cycle and provides actionable insights so pitches and content can be optimized. By closing the loop across marketing, sales, and customers, Highspot uniquely delivers visibility and insights that help companies engage more effectively with customers, driving increased revenue and customer satisfaction.

accordingly, filling any gaps. Sales enablement leaders can take this exercise a step further and map training initiatives as well as content. Review this documentation on a quarterly basis.

Both activities will have associated revenue models. Ensure the content strategy is in place to support major campaigns and mitigate shifts in pricing or packaging.

What if every time your marketing team produced a piece of content, you knew its inherent value? If every one-sheet, white paper, presentation, and infographic was so measurable you knew if it worked or didn’t? Imagine the productivity improvements and bottom-line impact (not to mention employee satisfaction) that could result in such progress.

What if every time your marketing team produced a piece of content, you knew its inherent value? If every one-sheet, white paper, presentation, and infographic was so measurable you knew if it worked or didn’t? Imagine the productivity improvements and bottom-line impact (not to mention employee satisfaction) that could result in such progress.

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