How to Perform a Sales Enablement Collateral Refresh

[Shakhawat]

Sales enablement collateral can quickly become outdated, especially in industries with constantly evolving trends and technology. A sales enablement collateral refresh can help improve the effectiveness of your assets by equipping your sales team with easy-to-use, visually-appealing assets tailored to your target audience's needs.

Your target audience's pain points and needs are constantly changing too, and refreshing your collateral can ensure it resonates with your customer. The last thing any seller wants is for buyers to be confused during the process. A refresh can help align sales content with the company's brand while adding authority to the teams' expertise and solution proposals, thus botim database improving the customer experience and driving closed-won deals.

The first step in a refresh is to conduct a sales enablement content audit. Before we get into the audit, here are some valuable components to consider.

Before the Sales Enablement Content Audit
For starters, take a look at your business' data. Does your company data back up solution claims?

Quantitative CRM data is ideal, but if you don't have any, qualitative data is a great place to start. Customer testimonials, for example, offer qualitative proof of what your product or service claims to solve. If the data's there, pay special attention to critical points, such as where deal stages drop off. If you're losing a lot of prospects at a particular stage, the answer may fall within the specific collateral (or lack thereof).

Some other questions to consider before you begin a content audit are:

What collateral do prospects see first? Are those materials effectively speaking to your brand and solution?
Likewise, what materials are seeing the most use? Are they being used often because they're successful, or does the data reveal that they aren't converting or driving results the way you want them to?
Can you clearly define your products and product families? Is a new product clearly part of a new family that does X, and your brand does Y?
Look at each family holistically to better connect the dots with regard to how each product relates. If there are holes in your product hierarchy, consider a brand positioning workshop before you start your content audit.