Seismic and Microsoft transform sales enablement with deep content intelligence
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For corporate sales reps in competitive fields, the ability to access and present the right marketing content at the right time can often be the difference between success and failure. The relationship between marketing and sales is too often fraught with tension over this pivotal issue. Sales reps complain that the content they need doesn’t exist or unwittingly request content that exists but is hard to discover, while marketing content developers wonder whether anyone uses the content assets they create. Mismatched content has a real cost: burdening content creation teams while inhibiting sellers. The Aberdeen Group estimates that a sales rep spends an average of 440 hours each year searching for content. And even that investment of time can be far from fruitful; IDC reports that 80 percent of B2B sellers don’t use sales materials available to them because those materials are irrelevant, outdated, or difficult to customize.
These numbers can be sobering, but they also represent a striking opportunity for the organizations that can serve up personalized content efficiently and consistently. Marketers estimate that their sales reps bring in 20 percent or more in additional revenue when needed sales content is always available to their sellers at the right time in the enterprise sales process. Enter Seismic, a leading sales enablement SaaS solution that empowers large brands to better manage B2B sales and marketing content. Seismic brings a customer-centric approach to sales content management, leveraging their technology and capabilities to create new opportunities and solve “million-dollar problems” for customers.
Increasing sales content adoption by 350 percent at Elekta
The potential of Seismic’s sales enablement technology resonated strongly with Elekta, a leading innovator of equipment and software used to improve and save the lives of people with cancer and brain disorders. As a growing company with 35 offices across the globe, Elekta was struggling with information management across its sales teams. Marketers could not track with full accuracy what content was being distributed to sellers or how content was being engaged with by buyers. The result was a scattered sales content program that left marketers with little ability to improve it.
Elekta chose Seismic to transform its sales enablement and realized a 350 percent rise in sales content adoption. After centralizing all sales content into Seismic, Elekta’s marketing team had a more holistic view into what content was being created and curated for sales by the entire global digital marketing team. Through Seismic’s analytics functionality that measures how sellers and buyers engage with content, Elekta also had comprehensive data into what content worked best, helping drive content improvements and further align marketing’s efforts with sale’s needs.
“Seismic is driving collaboration between marketing and sales at a level that we’ve never seen before here at Elekta,” said Kathleen Voboril, Director of Digital and Marketing Operations at Elekta. “Marketers know what content is truly valuable for sellers and sellers know that the content being provided to them by marketing has been proven to be impactful, helping create one united team across multiple departments, offices, and target customers.”
What sets Seismic apart for organizations like Elekta is their ability to empower marketing and sales work together to help put sellers in the best position to effectively engage buyers every single time.