Seneb was approached by a mid-sized high tech firm in Silicon Valley to better understand the marketing and sales organizations and provide a detailed project plan for organizing existing content. The goal was to increase sales productivity by providing better access to critical information needed in support of the sales process. The project lasted 6 months.
The sales team was overwhelmed by the amount of disparate information available to them to support them in their sales process. Information was sprawled across an intranet with little indication as to the breadth, depth, quality and currency of any information. The sales team spent considerable time and effort attempting to locate relevant information to support them in their work, often emailing the entire sales force for simple answers that could easily be found in existing literature, if it could be located. Many sales people we spoke with had given up looking for information and either went without or relied heavily on what had already been found by others. This frustrated the marketing department, who diligently churned out content but was not in touch with the needs of the sales force: there was a fundamental disconnect between sales and marketing as to what was relevant, useful content and where it could consistently be found.
Who: A team of three consultants
What: Articulated a plan for organizing, prioritizing and articulating a content lifecycle that could be utilized by sales and executed by marketing. The plan must include communication about effectiveness of content between a busy sales team and marketing department.
- Interview sales team members at all levels and create a mental model depicting how sales people use information to get their work done,
- Interview marketing team members, survey existing content, document the existing content lifecycle, and suggested changes to different parts of the content creation and management process.
- Articulated requirements for a sales portal, developed wireframes and usability tested them in order to ensure that they accurately met the needs of the sales force.
We provided specifications for the structure and content of a sales portal, including easy, intuitive access to all relevant product and services information were provide for the client, along with recommendations for how structure content within a content management system and how to define workflows to support content creators. We designed a single repository for all content relating to products and services. We also included a closed feedback loop within the specifications to provide two-way communication between sales and marketing regarding the relevance and usefulness of content.