Five Keys to Get Four Generations of Sales People to Use Content Effectively

As if cutting through the clutter of the marketing technology landscape weren’t enough, now sales and marketing management has a new challenge. How to effectively support four distinct generations of sales people. Whether a sales team is made of Silents, Boomers, Gen Xers or Millennials companies need to accommodate the way they work in order to be successful. 

To add to that challenge, sales and marketing professionals also need to be sure the content delivered to customers is also accessible to four distinct generations of people. From print to email to social and more, each generation wants to engage with marketing messaging in the way they want to or they will move on.

With marketing budgets being trimmed and marketing leadership being held accountable for strict marketing campaign ROI, how do companies support omni-channel marketing content delivered through their sales channels who work in very different ways?

Here are five ways you can support all four generations of sales and customers using an omni-channel content delivery strategy.

1. Centralize 100% of marketing assets into a single sales content management solution that is intuitive, uses robust search and is vendor agnostic.

A successful sales content management solution will manage and deliver print collateral, personalized and co-branded content, digital content, multi-channel campaigns, promotional products, signage, trade show displays, presentations and more. The right platform will consolidate existing vendor portals into a centralized sales content management solution allowing sales people a single access point for all of the sales content they need.

2. Only deploy a sales content management solution built using responsive design.

In order to really support all four generations of sales people, the centralized sales content management solution must accommodate desktop computers, laptops, tablets and mobile. Without this functionality companies are inherently dictating to sales how they will interact with the content that is offered. This philosophy almost always ensures low adoption rates of the technology deployed.

3. Ensure your sales content management system allows content to be delivered in multiple formats.

In order to minimize content bloat and maximize marketing budgets, the ideal sales content management solution will allow a marketing asset to be repurposed through the software in different mediums allowing sales to choose the method of delivery best suited for the audience.

4. Offer ratings and effectiveness scores so seasoned and new sales reps alike can be guided to the content best suited for the situation at hand.

Silents and Boomers likely know and use the same sales content over and over because there is proven track record of what works at each stage of the sales cycle. Gen Xers likely have their favorite pieces of content but are open to try new things. And, most Millennials have very little experience and need direction. A sales content management solution offering weighted effectiveness scores, peer-to-peer reviews, and user ratings will allow your team to quickly find the content needed to move the sale to close.

5. Demand a feedback loop including robust analytics to determine what content is working in the field and what isn’t.

Best in class sales content management solutions will track every touch point of content’s life span. Robust analytics regarding who is using the content; how the content is being delivered; what configuration of the content was used; and how the customer engaged with the content should be made available to marketing. These analytics will allow marketing leaders to offer more relevant content to maximize its usage and ultimately increase ROI.

A successful sales content management solution will help you support all four generations of sales people. With the right combination of features, these systems will help companies improve sales and marketing alignment while improving customer engagement with their brands.

If you would like to read more on choosing and implementing a sales content management system that actually gets used by sales, click here to download a free copy of my white paper.

About the Author

Tami Marek-Loper, President and Chief Visionary Officer for The Marek Group, Inc., a visionary thinker, pushing the envelope of what is possible in order to achieve greatness for both her company and her clients. "Thinking outside of the box is where you will find the ideas that change the world", is a living and breathing mantra found everywhere inside the company she helps to lead.

Field Sales Enablement is where her 20+ years of printing, marketing and technology have culminated. Providing frontline sales people with the right content, at the right time and in the right medium to maximize outcomes. By using data and predictive modeling, The Marek Group's Field Sales Effectiveness Platform can recommend to sales the exact piece of content needed to move the sale forward.