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ASSET MANAGEMENT 
THE BACKBONE OF SALES ENABLEMENT
Sales enablement involves helping your salespeople sell more by providing
them with the tools and resources they need to r...
Personalized emails that
include the recipient's first
name in the subject line have
higher open rates
Did you know?
Sourc...
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Asset Management

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For years, since the inception of the concept of sales enablement, industry experts have been stressing the need for sales and marketing alignment. Seamless integration of sales and marketing functions has been recognized as a must-have for successful sales enablement. This whitepaper explores another, probably less talked about, yet equally important aspect of sales enablement--asset management.

For years, since the inception of the concept of sales enablement, industry experts have been stressing the need for sales and marketing alignment. Seamless integration of sales and marketing functions has been recognized as a must-have for successful sales enablement. This whitepaper explores another, probably less talked about, yet equally important aspect of sales enablement--asset management.

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Asset Management

  1. 1. ASSET MANAGEMENT  THE BACKBONE OF SALES ENABLEMENT
  2. 2. Sales enablement involves helping your salespeople sell more by providing them with the tools and resources they need to reach out to their prospects and close deals effectively. A key element in this scheme of things is--sales and marketing assets, Your sales and marketing assets are what help your salespeople to strike up a conversation with their prospects and also play a major role in keeping the conversation going until lead closure. No matter how well-trained or skilled your sales team is, they can’t do much without engaging, relevant content backing them. This makes asset management an indispensable part of sales enablement.  For years, since the inception of the concept of sales enablement, industry experts have been stressing the need for  sales and marketing alignment. Seamless integration of sales and marketing functions has been recognized as a must-have for successful sales enablement. This whitepaper explores another, probably less talked about, yet equally important aspect of sales enablement--asset management.  MARKETINGTOOLS SALES TOOLS
  3. 3. Personalized emails that include the recipient's first name in the subject line have higher open rates Did you know? Source- Retention Science
  4. 4. To understand the role of asset management and where exactly it fits into the sales enablement puzzle, we must first understand the key challenges faced by sales teams and their corporate marketing counterparts and how asset management tools can typically resolve those. ASSET M ANAGEM ENT The need to personalize sales communications The benefits of personalized sales communication have been long proved.    Personalization, today, has many facets such as Companies and salespeople alike agree that personalized sales messaging plays a key role in buyer engagement. However, for a corporate marketing division to cater to the sales team’s demand for individualized sales and marketing materials on every front becomes challenging.  Seller based personalization: Personalizing the sales/marketing asset to add the salesperson’s personal touch Buyer based personalization: Customizing the sales/marketing collateral to reflect the recipient’s interest and need. This kind of personalization encompasses text and graphics
  5. 5. 95% of buyers chose a solution provider that “provided them with ample content to help navigate through each stage of the buying process” Source- DemandGen Report Did you know?
  6. 6. Usage of wrong assets Another challenge that salespeople face is the incorrect usage of assets. Salespeople have so many assets dumped on them from the corporate marketing department that often they are too confused to use them correctly. A product video? Is that pre-demo or post? That brochure with product benefits, should it be sent to the prospects at the start of the conversation or towards the end of the buyer’s journey to stress on the benefits they get by signing up? Where does that one pager fit in? Salespeople grapple with questions like these on a daily basis. And often end up using the assets to the best of their understanding, which may not be accurate. Also, in this process, a lot of assets get ignored by the salespeople who don’t know where to place them in the buyer’s journey. Typically, it is decided at the corporate level what sales collateral will be needed. While the C-level sales execs may be consulted, it is highly unlikely that sales input level is high in the decision making process. Often, salespeople’s needs for specific collateral may be met with delay or inability to follow through at all.
  7. 7. 90% of B2B salespeople don’t use the content provided to them by marketing because they find it outdated, irrelevant or difficult to customize Source- Forrester Did you know?
  8. 8. Inability to find the asset on-demand Another challenge faced by salespeople that an asset management software can help resolve is the inability to find the asset they need when they need it. Salespeople should be focusing on selling. They should be talking to prospects, pitching to them, building relationship with clients, following up with them, and not spending their time looking for that presentation or brochure. But, the reality seems to be different.  An asset management tool will bring some order to this chaos and make marketing and sales assets easily accessible to salespeople. Inconvenience of having to switch between multiple platforms One of the reasons why the assets provided are not used as often is because salespeople rely on and are more comfortable with their CRM platforms and don’t like switching from one platform to another. They are more likely to use the assets provided to them if the assets are available in the CRM itself. 25% of an employee’s workday is consumed by information search--Infocentric Research
  9. 9. Source- C5 Insight Did you know? 30-60% of CRM and SharePoint projects fail
  10. 10. Now, the BIG question, “Why cloud and shared storage drives don’t really work?” While using the cloud or shared drives to store sales and marketing content alleviates certain challenges, this option does not entirely resolve all the issues. Corporate marketing and sales teams alike face multiple challenges from the asset management perspective when using the cloud/shared storage drives. These include Lack of personalization Sharing assets via the drive or email doesn't support automated asset personalization. A whitepaper shared by salesperson Sally will be the same as the one shared by Peter or Tom or Alice. Brand distortion As an offshoot of what we discussed above, lack of personalized sales materials often leads to salespeople personalizing them --unauthorized-- in a bid to add a personal touch to their interaction with prospects. When salespeople don’t have access to the kind of content they want, they end up creating their own content or editing the one provided to them by the corporate marketing team to suit their requirements. End result: different salespeople, each with ‘self-customized’ with pitches, presentations and sales materials which disrupt the uniform message and tone of the company, leading to incorrect brand portrayal. 
  11. 11. Source- SiriusDecisions Did you know? Between 60 and 70 percent of B2B created content is never used Source- CSO Insight 93% of organizations fail to track content usage by sales rep
  12. 12. Asset usage and performance visibility-the ultimate black hole: When content is shared via cloud-based drives or emails, corporate marketing team and sales managers have no visibility into usage of assets. They don’t know if the assets created by them were actually used by the sales team and if yes, then what was the response to them. As a result, corporate marketing department churns out asset after asset based on their understanding of what the sales team needs, while they may just be piling up somewhere, untouched by sales. How an asset management software can help Automated, intelligent, sales and marketing asset personalization A strong asset management system will have the capability to personalize assets automatically, allowing the corporate marketing team to create standardized assets, which will be automatically customized to suit the salesperson and the end audience at the time of actual usage. Helping the salespeople reach out to prospects with the right assets, at the right time An asset management software has the capability to gauge the prospect’s position in the sales cycle based on their online behavior and can prompt the salespeople on the assets to be used for each lead based on their interest level/sales cycle position.
  13. 13. 33% of all unsuccessful client deals could have been won, if the seller had been better informed and had acted more client-oriented Source- IDC Study Did you know?
  14. 14. Asset management tools offer a way to procure feedback and also understand which assets are working and which ones are not effective Unlike shared drives and emails, asset management tools have the capability to constantly track asset usage and procure direct and indirect feedback on asset usefulness from salespeople and the end audience.  By offering tools to procure feedback from salespeople on the assets provided to them, asset management systems can can improve the quality and relevance of assets provided by marketing to sales. Asset management software makes salespeople more efficient and productive by helping them find what they want, when they want it  An asset management tool brings a lot of order to this chaos by making it easy for salespeople to look for and find the right asset at the right time. With an asset management system in place, salespeople don’t have to spend hours looking for an attachment in their email conversations for search of them randomly on their computer or the drive. Asset management software ensures all the assets have the right tags and filters and are easily retrievable when needed. The average rep spends about 35 percent of the time selling -AMA 65% Reps spend too much time on non-sales activities, which limits the time required to fully understand the needs of the client.--Sirius Decisions
  15. 15. An asset management system can reduce incorrect messaging and branding errors Using an asset management system, the corporate marketing department can restrict the salespeople from making edits to the collateral provided to them. They can also limit access to older versions of assets thus ensuring only the most recent, up-to-date assets are accessed and shared by salespeople. This also ensures a single voice for the brand. Making it easy for salespeople to access the assets they need, when they need it and wherever they need it When your salespeople are on the move, they don’t have to wait until they get back to office to send that asset to the prospect they just met with. Asset management systems often allow salespeople to access the assets they need using their mobile devices such as a smartphone or a tablet. This helps your salespeople to be responsive to prospect’s interests no matter where they are or what they are doing. Moreover, asset management systems that integrate with CRMs ensure that your salespeople have access to the assets they need even from the CRM portal that they are using. Your salespeople are more likely to use the assets provided to them if the assets are available in the CRM itself, as they won’t have to switch back and forth between the two platforms and of course, nothing can beat the convenience of having the sales collateral in their beloved CRM.
  16. 16. 70% of businesses enabling their sales staff through mobile technology enjoyed significant ROI Source- Sales Management Association Did you know?
  17. 17. B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company. Source: bizsphere A solid asset management system is the backbone of sales, channel and marketing enablement because at the end of the day it is what keeps your brand safe. An asset management software works hard to ensure your branding and messaging stays intact, no matter how widespread your sales networks are. It plays a key core in aligning your marketing and sales departments and helps them understand each other’s expectations and meet them correctly. Features such as personalized collateral creation, asset recommendation, etc., simplify the otherwise complex sales process to a large extent helping sales networks sell more, faster
  18. 18. Mindmatrix Inc., 2403 Sidney Street, Suite 150, Pittsburgh, PA 15203 Phone: 412-381-0230 Fax: 412-235-0477 www.mindmatrix.net Learn more about Mindmatrix's Asset Management Software  CONTACT US TODAY!

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