How do you make the most of your marketing — and squeeze maximum value from your content?

Digital marketing has exponentially increased the amount of content produced, creating a dilemma for sales teams tasked with creating and editing content for personalized campaigns.

Jason Liu, CEO of SAVO, a Chicago-based sales productivity firm, thinks his company's sales enablement software can help.

How It Works

Sales enablement software is intended to place the right information into the hands of the right sellers at the right time and place — in the right format — to assist sales opportunities. 

Talk to any sales representative and chances are you will hear their struggle to creation relevant sales content. Talk to any representative using sales enablement, and chances are they’ll consider sales enablement an essential tool that makes their content more effective and ultimately more valuable.

It's a systematic approach to sales productivity that helps companies manage sales resources, marketing and content, Liu added.

I caught up with Liu In the wake of last month's SAVO Summit, a conference his company produced to promote the merits of sales enablement. Liu has 20 years of experience in running private-equity backed startups and a vision of how SAVO fits into the marketing identity puzzle.

CMSWire: How do you define sales enablement to your customers and partners?  

Liu: Sales enablement has often been directed on content, but it's meant to address a complex problem. In reality there are three enablers for improving the productivity of your sales organization – content distribution, sales process reinforcement and automation of sales tools.

In my presentation at the SAVO Summit, I used diet as an example of how content “hygiene” keeps a business running.  

The description emphasizes that sales enablement is not an endpoint, but a journey, a process. For companies to be effective on this journey, there should be a commitment to manage the sales organization.  

One way to manage the sales organization is through training. Another is through managing the content process, which sales enablement addresses.

CMSWire: Why do you see SAVO as a partner to content repositories like Salesforce and Adobe? 

Liu: There are two core building blocks for the sales enablement marketplace. One is a repository for content, and there are plenty of providers for that. 

The second is content creation, which touches upon websites, content and campaign management. Because of the divide in activity that these blocks generate, we do not see repository providers as competitors that will enter the market. We see them as our partners.

CMSWire: Is SAVO investigating any analytics practices? Can any unique analytics concerns arise from accessing content?

Liu: We are becoming much more thoughtful about how we quantify sales enablement. Helping to tie content to closing deals is an important outcome that we are working to adjust our analytics to reflect.

A second analytical aspect is how enablement drives sales productivity.  Overall, it’s about the metrics we are driving to monitor and manage that allows marketing to know what is working and what is not.