Avitage - Content Operations Management

Getting Sales Content Right

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Effectiveness

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. This new reality has made high-performing, situation-ready content a strategic imperative for B2B organizations...
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What is a Content Supply Chain?

by Jim Burns

Content Marketing, Content Operations, Featured, Marketing and Sales Strategy

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels. Managing this madness becomes an...
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The epidemic in B2B sales prospecting

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Conversations, Sales Effectiveness

Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. Sales pipeline quality, volume and conversion rates are both symptom and impact of this situation. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is...
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Why You Need a B2B Sales Content Strategy

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Effectiveness, Strategy

If you sell the way you did 10 years ago, you don’t need a sales content strategy. There’s little strategy required to tell people about your company, products, features — just don’t forget those benefit statements! But if you’ve truly adopted a customer-centered sales philosophy you know you have...
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B2B Sales Conversations — By Design

by Jim Burns

Featured, Sales Effectiveness

To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations...
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How To Fix Your Sales Content Problem

by Jim Burns

Featured, Marketing and Sales Strategy

What if your “sales content problem” isn’t the real problem, but a symptom of the problem? Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you...
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Getting Sales Content Right

What is a Content Supply Chain?

The epidemic in B2B sales prospecting

Why You Need a B2B Sales Content Strategy

B2B Sales Conversations — By Design

How To Fix Your Sales Content Problem

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