Leveraging AI to Achieve Speed, Context and Compliance at Scale in Your Content Operations
As selling becomes more digital, data-driven and team oriented – the discipline of sales and marketing content management is evolving into response management as selling organizations demand more control, context, and compliance over the content their revenue teams use to engage with clients. Proposal teams are uniquely positioned to lead this transformation by nature of their current responsibilities to collect company-specific knowledge from subject matter experts (SMEs), implement systems of governance, and become the arbiters of consistent, on-brand, accurate information, which can then be accessed by a response management system, and shared throughout the organization, and beyond.
Research from the Revenue Enablement Institute shows “new school buyers” are demanding faster, more complete, and relevant content as they engage with front line sales, marketing, and service employees across direct, virtual, and digital touchpoints. In response, over 80% of organizations are increasing their investment in content and the systems that support it’s delivery in context including: guided selling, next best action, playbooks, recommendation engines, real time scripting, and automated chatbots.
This panel will focus on the practical experience of content leaders have had overcoming several common obstacles every organization must overcome if they are going make this transition and generate returns on these growing content management investments. Specifically, you will learn practical ways to address these core issues:
- Silos – Institutional knowledge stored in silos is today’s status quo. Sales, Marketing, Product, Technology, and Finance teams all know their area of expertise, but their knowledge and departmental information is rarely shared broadly, and often not shared in a usable, consistent format, or with confidence that the information is current.
- Speed – The dramatic pivot to virtual selling in the wake of the pandemic has accelerated the need for timely, targeted content that can be quickly deployed and assembled into different formats – from proposals to playbooks to customized emails to chatbots.
- Leadership – The need for strong leadership of the end-to-end enterprise content management process will rise in importance as sharing the institutional knowledge created in Sales, Marketing, Product, Technology, Training and Finance silos with revenue teams in a usable, consistent format, or with confidence that the information is current.
- Scalability – Scalability will become a critical issue as the need for more personalized, relevant, and localized content can dramatically drive up the cost of creating and customizing content for segments, campaigns, accounts, channels, RFPs and local markets without a well organized taxonomy and approach to assembling and reusing content across applications and channels.
- Compliance – Content quality, compliance and governance will rise in importance as the volume of content created, the number of content creators, and the speed in which it needs to be deployed in a response management system increase – particularly in the technology, financial services, professional services, and health care sectors where up to date and compliance approved content are critical.
Stephen Diorio, Executive Director of the Revenue Enablement Institute
Jaime Punishill, the CMO of Lionbridge.
Patrice Trichon, Managing Director, Head of Marketing at 1919 Investment