A big role for many sales enablement managers is the creation of sales content, ideally done in partnership with product marketing. When it comes down to it, "content creation" requires a very important skill: Project Management. This is because you'll probably never (or shouldn't) create a piece of sales content in a vacuum; you need to involve others in the company to get it created. If you've never had any formal project management training, or have never had the experience, here's the crash course for project management to create sales content:

1. Clearly define the sales content:

  • Who will use the content? The sales rep, an SDR, a technical sales person, the customer, etc.
  • How will it be used? Presented online or in person, handed out at a trade show, displayed on a web page, e-mailed, etc.
  • Which is also very related to where it will be stored and discovered.
  • What is the target audience for the content? Persona, role, industry, locale.
  • What is the message? This needs to be aligned to the value proposition.
  • What is the action or task to take after the target audience consumes the content and understands the message?
  • What is the format of the content? PowerPoint, PDF, video, etc.

2. Manage the project:

To get the content created, it will take a team of people, or at least should take more than just those in sales enablement. Consider a project management approach, such as RACI:
  • Who is Responsible to do the work and create the file, such as the Sales Enablement Manager or a Product Marketing Manager.
  • Who is Accountable, ultimately owns the deliverable, and has the final approval, such as the Sales VP.
  • Who is Consulted to get the content created, such as a subject matter expert
  • Who is Informed, such as a few sales managers, customer support, and maybe the Product Managers.

3. Sales content distribution plan

Of course, after the creation of content, there needs to be a plan to distribute it and possibly train your sales team (or partners) on the content too. This is hopefully part of a larger Go-To-Market plan that involves both Sales and Marketing.

4. Keep sales content fresh

Finally, someone needs to keep the content up-to-date and ensure that it is still providing value for the sales team. To do that, you have to make someone responsible for its on-going maintenance and versioning, which will involve the concept of Content Management. What are your tips and tricks for stellar sales content? Tweet @Xactly and let us know!