Digital transformation in B2B business is in full swing: Industry 4.0, new technologies, and new processes are on every company’s bull’s eye. Sales are not the exception as digitalization has a positive impact and enhances sales performance in several ways.
One of these aspects is Sales Collateral, which are an essential part of the B2B sales process. Today, there is a wide array of methods and tools that enable an easier way to create and structure sales collateral. The main goals are often to bypass time-consuming tasks, enhance personalization and create an overall more efficient process for sales content creation.
In this article, we will quickly define Sales Collateral and follow with a few arguments that will make you want to join the race towards digitalization.
What are Sales Collateral ?
Sales collateral can be defined as content designed and developed to enrich your sales process. Sales representatives send sales collateral to their prospects to move them further through the buyer’s journey and eventually convert them into customers.
Sales collateral is a part of Sales Enablement: it is considered content, which is one of the three pillars of this discipline. In other words, the main goal of Sales Enablement is to provide sales team’s with what they need to boost their effectiveness and efficiency. In this context, we can consider Sales collateral as Sales Enablement content too.
In a nutshell, Sales Collateral is key when equipping your sales team with the material they need to attract potential buyers, build relationships, convert customers and eventually generate revenue.
Why should companies consider digital transformation for Sales Collateral ?
1. Capitalize on Data & Content
In B2B business, content can always be refined and reused for new prospects or customers. But, salespeople tend to develop it individually and do not always have the means to capitalize on what has been done in the past. Moreover, finding the right piece of content can be a time-consuming task, and this has a cost.
The same analysis can be extended to Data, which is abundant in B2B business. Leveraging Data properly allows organizations to create even more targeted content enriched with impactful data-driven insights.
2. Renew a company’s image
There are different aspects that can impact the success of a business, and a company’s corporate image is definitely one of them. Brand image is generated in the mind of a user when they see or hear something about it. In other words, it refers to the perception of consumers concerning a product, a service, or the company providing it. The content a company produces, therefore, has an impact on its image.
In this context, producing modern content is an undeniable asset that makes prospects and customers think higher of a company. As content is a reflection of the organization, modern and well-designed digital content speaks of the company’s professionalism or seriousness for example.
3. Process innovation
When a company thinks about going digital and enhancing its sales collateral with tools, it implies redesigning the process that frames content creation. What are the most time-consuming activities? What does it take to deliver accurate content? How can design aspects be controlled by marketing? How can content be centralized? These are some of the essential questions that any organization should address before re-working its sales collateral approach.
This stage of questioning is key as it gives structure to the process and paves the way for an eventual tool implementation. A well-drawn-out process is enhanced and serves many purposes: it increases cohere, collaboration, and sales efficiency.
4. Boost sales performance
Digital transformation in Sales serves one main purpose: boosting sales performance. In other words, when it comes to Sales Collateral, there is an undeniable quest for efficiency and profitability.
Gaining sales performance through Sales collateral is linked to different factors such as :
Productivity: This aspect is inherently linked to digital transformation. Imagine the breakthrough of going from an address book to a CRM. A similar difference can be imagined when it comes to industrialized content creation.
Reliability: To produce content quickly is one thing. To produce quality content quickly is another. Going digital implies reducing human error from a wrong copy/paste for example.
Collaboration: Centralizing, sharing, and reusing content has never been so easy. In the digital era, collaboration is enabled and encouraged.
Bricks.ai is a Sales Enablement solution that merges company assets from Sales, Marketing, and Data teams to create the most relevant presentations, RFPs, statistical reports, or contracts. In other words, our solution allows you to create targeted Sales Collateral in the blink of an eye.
Bricks.ai provides an all-in-one solution assembling hyper-personalized documents in seconds by meeting the needs of the Sales, Marketing, and IT departments in terms of content automation.