1. More Than Content Needs Overhaulin’

    For all the time, attention and investment made in sales enablement tools, it’s a shame a fraction of that hasn’t been invested in solving the core problem: the content itself. One of our colleagues often quips: “it’s easier to buy software.” He means easier than figuring out the culture and process changes, aligning siloed functions, enrolling stakeholders, and resolving all the interdependent causes of problems. He also says, “every major purchase is essentially a change management initiative.” Despite the lip service and pockets of success (sustainable?), sales enablement hasn’t yet met expectations. But then …. CRM? I was reminded of this by Tom Pisello’s summary of the Qvidian users conference. Top Priority: Content Overhaulin’. While “purging, aligning and personalizing” content might be necessary work, what’s really required is a better process for content. How can it possibly be, that in the fifteen years I’ve been involved with B2B content, most...
  2. Business Trends Indicate Need for Enterprise Content Strategy and Operations Management

    Content Header Target Audiences:  VP of Marketing / CMO; CEO/CFO; Marketing / Content Operations head Purpose:  Provide insights from business analysts on important trends that impact business, marketing and content strategy: the digital enterprise, digital marketing, content and content operations, and their implications for business strategy Raise awareness of the need for enterprise content strategy that is different from traditional marketing content strategies for websites and content projects Support the case to execute content strategy through a new, leveraged, more efficient, content supply chain operations model. Topics:  Content is a strategic imperative and driver of top enterprise objectives. To meet new requirements, challenges and business imperatives, businesses must embrace a new content (digital) mindset. Businesses need a content strategy that goes beyond marketing, websites and content projects. This must support ALL customer facing, content dependent groups, including sales, sales training, customer service, HR (talent acquisition), and the sales channel. Organizations must execute content strategies...
  3. Why Content Operations Is Your Next Focus Area

      Business-to-business selling organizations that have adopted inbound and content marketing strategies to deliver relevant, useful, educational content to prospective buyers should give this question serious consideration. Four factors implicate this as a possible requirement: Universal business drivers Each company’s go-to-market goals, strategies and plans Content strategy and requirements Challenges that constrain content performance  Universal Business Drivers In our post Business Trends Indicate Need for Enterprise Content Strategy and Operations Management we presented relevant insights from several prominent analyst firms on top business trends that have implications for customer facing content: the digital enterprise, digital marketing, digital content, enterprise content strategy and operations.  As these analysts make clear, content is a strategic imperative, and primary driver of top business objectives. Changes in several areas are contributing to the need to adopt a unified marketing and sales content strategy that goes beyond marketing, websites and contentprojects, among many others: Buyer expectations...

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