"Free for all" is probably not the term sales and marketing leaders would hope describes their sales enablement content creation processes. Content wins customers, but not without a consistent procedure in place. After all, you want to present a single consistent message to prospects and customers -- not a different takeaway depending on the day.
However, for every four companies with some semblance of a unified sales content approach, one is flying by the seat of its pants. New research from Corporate Visions reveals that at 20% of organizations, content creators "just do what they think is best" with no overarching structure at all. And disorganization seems to be the rule rather than the exception -- only 29% of survey respondents indicated their companies had well-established content and messaging creation procedures. Scary stuff.
But perhaps even more alarming is the disconnect between what salespeople want, and what sales enablement is providing. Even though only 13% of sellers believe product- or company-focused presentations are most effective for winning business, a paltry 27% of organizations are creating content that focuses squarely on customers.
Don't let your company's story have a sad ending because of inadequate messaging development processes. Take the three steps listed at the bottom of this infographic to converge meandering messaging paths into one efficient and effective road.