1. Why B2B sales organizations must requisition sales content

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      B2B sales leaders know that effective, situation-specific, sales ready content is a strategic imperative. It is a key driver of B2B sales effectiveness. To provision sales and partner teams with the right selling information and content the sales organization must requisition sales content from their providers. Most people aren’t aware that effective sales content is significantly different from marketing content. This discovery helps explain the perennial frustration and challenge in arming sales and partner reps with what they really need (vs think they need). In short:   Marketing creates content for markets, segments and personas, to generate conversations (leads for sales people, PR and brand and other marketing purposes). Sales people require information and content to conduct conversations with specific account and buying teams. To be useful, sales content must align to and support the specific purposes of both sellers and buyers. So the question really is: How is it possible for non-sales-oriented, creative content people ...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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