When was the last time your sales team applauded when your marketing team delivered materials or content for them to use? If this is not happening frequently enough (or at all) then perhaps we should consider the reasons.
I recently asked a Senior Director of Marketing at a very successful high-tech company how he spends his time, and after a long pause, he told me that he spends the majority of his time managing the process of putting materials together for the sales team. Brochures, specifications/data sheets, white papers, presentations, etc. I then asked him what, out of all of his deliverables, was the most effective and the most valued by his marketing and sales teams? His answer was simple: Anything interactive – online AND offline. We both sat in silence pondering the ramifications of these last two (perhaps incongruent) points. A visionary Global VP of Marketing for a leading telecom equipment provider said recently: “None of my sales guys ever thanks me for making brochures.”
It is axiomatic that useful and effective sales enablement solutions will be used by sales teams, and ineffective tools will sit on the shelf (or in the file folder on their laptops.) Where are you spending the majority of your time? What kinds of content/tools would your sales teams really use?