How to define requirements and requisition content
To get effective, sales-ready content, sales organizations must “requisition content” from the marketing and content groups that are resourced and budgeted to create it. This article introduces an approach and steps to do this. To understand why, see Why B2B Sales Organizations Must Requisition Sales Content. To understand why you need a sales content strategy, see article referenced bellow. This requisition work could be a key role for sales enablement professionals. While the steps are simple, the work isn’t necessarily easy. In a sentence the approach is this: Assess critical sales conversations at key buyer engagement points, in the context of: 1. Assess and Define Key Customer Engagement Use Cases This is the best starting point for planning and preparation work (content strategy). It defines the context for the “job” you need content to do. (See What “Job” Do You Want Content to Do?) Identify each critical conversation within each use...
