5 Reasons Marketers Need a Sales Hub
by Bill Rose, on Jan, 22, 2020
Winning deals requires active buyer engagement. Relevant content shared by sales reps helps build that engagement and creates deeper buyer conversations. Unfortunately, sales reps have a hard time finding the right content to do the job.
Chances are this isn’t because great content doesn’t exist, but that your reps can’t find it.
Various research shows that sales reps spend 30% of their time searching for content, with an average of six different repositories scoured for useful content. Weighed down by search fatigue, many reps give up the search and either create their own content or settle for using outdated materials so they can get on with their day.
The level of difficulty getting reps the right content must be drastically reduced to help sales teams get sales done.
Marketers expend a lot of effort making sure our buyers can find our marketing content. We need to do the same in support of our sellers.
Marketers who want to truly empower their sales counterparts are deploying Sales Hubs to help simplify the way sellers engage buyers.
Providing consistent brand messaging and helping sales reps create insightful conversations supported by content, along with analytics to provide visibility to what’s working, marketers use a Sales Hub to easily prove ROI.
A shared drive, static portal or SharePoint repository won’t give you the benefits of a mobile-first, intuitive, AI-powered Sales Hub, which means you’re missing out on:
- Visibility into What’s Working
- Pipeline Momentum for Sales
- Provable ROI
- Natural Sales and Marketing Alignment
- Lower Administrative Effort
Visibility into What’s Working
Marketers spend lots of time creating customer-facing sales content with little insight into what works. Sure, a sales rep might say they “like” an asset or “it helped” during a sales cycle. But to gain a seat at the table and drive content strategy, marketers need better insights into how content performs.
With a Sales Hub, marketers can monitor key data analytics for every content asset that reps use, such as content views and engagement—for both buyers and sellers—and follow-up emails sent.
By understanding which content works, marketers can build better strategies for existing content and make better decisions on content they need in the future.
Marketers can even connect sellers to useful assets with new content alerts. Whether field reps are waiting for a new asset or you’re launching a new product line and need quick uptake from dealers and distributors, a Sales Hub gives marketers a simple way to put the most important content on your seller’s radar.
Build Pipeline Momentum for Sales
Consider the strength of handing sales reps a “playbook” of content that’s been proven to work in similar selling scenarios. With a Sales Hub, marketers can even reverse engineer the process, easily filtering for content that existing customers in similar situations engaged with during their initial buyer’s journey.
Combine the playbook with just-in-time learning that shares pitches and conversational tips from the sales reps who used that content to successfully win those deals and you have peer-to-peer learning that your reps can access on-demand, just when they need it.
With these resources at your fingertips, your reps will enter every sales conversation with increased confidence and a higher likelihood of success at increasing pipeline momentum.
Proving ROI is Easier with a Sales HubThe easiest way to prove marketing ROI is by highlighting how marketing content helped contribute to sales wins. With a Sales Hub, you’ll have the insight that’s been so elusive in the past.
Marketers can highlight adoption rates of your content platform, even drilling down to the channel reps, teams, partners and regions that are actively engaged. These insights can help you improve field sales reps and channel partner performance, as well as give visibility into buyer engagement between marketing and sales.
A Sales Hub can even support your sales training efforts, as you deploy just-in-time learning campaigns automatically for improved sales readiness. From video coaching, peer-to-peer feedback, to gamification, marketers that support skill development can help shorten sales cycles and increase ROI.
Additionally, if you use just-in-time learning as a component to help sales reps better use content to build buyer engagement, you can show the impact of winning more deals for the reps that actively engaged with Microlearning.
Help Marketers and Sellers Work Together Naturally
Before buyers sign a deal, they need sellers to help them understand their core problem and how it can be solved.
For a long time, buyers have been convinced that they can self-educate about solving their problems. They’re now saying they want to talk to a sales rep earlier in their buying process, but only if that conversation adds value. A Sales Hub provides easy, instant access to content to help sellers start these conversations.
When marketers provide content that helps sales teams promote their objectives and have better conversations with buyers, the alignment gap begins to close naturally. As marketers gain visibility into how their content is impacting buyer engagement, they can produce more of what sales reps need to move deals forward. A Sales Hub helps make marketers and sellers working together a natural win-win situation with revenue impact.
For marketers that must meet compliance regulations, a Sales Hub also ensures dynamic presentation and of content so only the most recent versions are accessed, giving your reps the confidence that whatever they share with clients will be accurate and compliant.
Drastically Reduce Administrative Effort
Every marketer has fielded the following question: “Where can I find that content?” And every seller has asked: “Is this the most up-to-date version?”
Both questions are valid, but to answer them takes valuable time, and the buyer is the one left waiting.
With a Sales Hub, sellers can become more self-sufficient, accessing all the content assets they need fast, whether offline or online, from any device. The time they save not searching for content is time they’ll spend actively selling to prospects.
For marketers, a Sales Hub allows for rapid deployment of approved assets and new content updates are synced and shared across the sales team instantly.
A Sales Hub adds efficiency to how marketing connects sellers to the right content, giving both parties more time to focus on capturing buyer attention and getting deals done.
A Sales Hub Elevates Marketing Impact
Customers are changing, and so are the ways sellers connect with them across the buyer-led journey.
The benefits of a Sales Hub surpass other methods marketers have been using to provide sales reps with the content and information buyers need and want to support their efforts to solve their problems and the confidence needed to choose to buy from you.
Marketers need to keep a finger on the pulse of how their efforts impact ROI throughout the organization. A Sales Hub makes it simple to find, show and prove their contribution toward elevating buyer-seller conversations to get deals done.