Embrace input from Sales in the content creation process

Product marketers and other content creators are under pressure to get content out the door, and sometimes it feels like satisfying every stakeholder is impossible. But you should embrace and listen to input from your Sales stakeholders, even when the feedback is hard to take.

When I moved from Sales to Product Marketing, I felt like I really knew what kind of content reps and buyers wanted; after all, I had just moved over from the field. And for the most part, I was right early on--precisely because I had recent and relevant experience.

But it didn't take long for that to change. Sales is a dynamic business, especially with increasing buyer savviness, the introduction of new technology, significant changes in our business environment (and not to mention our lives), and myriad other variables. The bottom line is that content creators can't *just* know what sales reps want or buyers need without involving their reps in the content creation process. Having said that, I know that you must also manage the process to get deliverables out the door on a timely basis. Here are three suggestions to help:

Invite Sales into the process early

Odds are that the need for content came from Sales to begin with, but even if it didn't, key members of the sales team should be involved in a kickoff meeting so that their voice is heard early. I can't think of anything worse than spending two weeks to a month on an eBook that no one wants, or having to rewrite huge chunks of it because it's way off-base.

However, I've worked with more than one product marketer who claims to know what buyers want more than Sales. There's a natural tension between Sales and Marketing--mostly around content and leads--but if Sales doesn't feel like they're part of the process, that tension will only get worse (not to mention the content that Marketing creates). Conversely, keeping Sales in the process tightens your partnership and elevates the impact of your deliverables.

Choose your stakeholders--and your content--wisely

Just because you want to be inclusive doesn't mean that you should weigh all input equally. In their annual Sales Talent Survey, SiriusDecisions typically divides survey results between high-performing reps and others. Why? Because high performers often look at what drives success differently, and they're often more likely to know what will have the biggest impact on results. Don't discount input solely based on sales success, but since it's not practical to involve the sales team in every content conversation, pick stakeholders whose opinions you respect. However, also be cognizant of the fact that every moment you spend with your Sales partners is time away from their primary job--so use it judiciously and efficiently.

The same goes for content. Not every piece needs an extensive review process by multiple stakeholders. If it's narrow-scope content or detailed product information that may not need too many eyes, don't involve people unnecessarily.

Stick to a deadline

More input can lead to more delays in getting content out the door. Salespeople (and others) have other jobs to do and they may or may not pay attention to your requests to review content. Be explicit in letting stakeholders know when content reviews are due, and stick to your deadlines; otherwise the process will drag on forever. If people complain that their voices were not heard, point back to your clear instructions. One caveat is that you should always give them sufficient time to review. A traveling rep may not be able to provide feedback in twenty-four hours, so try to take schedules and activity into account.

If you stick to these guidelines, you're a lot more likely to deliver content that both Sales and buyers want. And that's always a Marketing win!

#productmarketing #content #Sales