In terms of the sales process, we often think of content as being geared towards generating leads and attracting prospects. Marketers use content to get leads to the first stages of the sales cycle, and then salespeople take over to push them down the funnel. The legacy of disconnect between marketing and sales teams means there’s also a disconnect in the content that flows between. But if everyone’s on the same team to drive profitable business actions, having marketing content and sales collateral at opposite ends of the room is redundant.
So why do we think of content in just the first stages of the sales cycle? Sales personnel share a wealth of collateral with prospects and customers throughout the life of the sales process. Each stage demands educated conversations and an accessible supply of quality information. Integrating the notions of of content and collateral would seem like a natural... keep reading