Tough Talks Made Easy | Why RevOps Should Look Under the Hood of Seismic
Content lets organizations tell the story of their value to customers and prospects, but RevOps teams often struggle to surface the value that content provides and double down on what works. Without reliable insights into how content performs with its audience, Marketing leaders find it difficult to prove how content contributes towards the bottom line.
Sales also needs content analytics to determine how best to personalize their story for each prospect. Without a well-organized system to categorize and manage content, Sales risks sinking hours into searching for and sending out pieces that are outdated or ill-suited to the customer.
If your RevOps team struggles to optimize content, this Tough Talks Made Easy is for you. With a single source of truth to categorize and analyze content, RevOps teams can make decisions that help to close deals—and prove it. That’s the essence of what Seismic offers, and this piece will help you discuss the need-to-know aspects of the tool with RevOps.
Surface your best content
Seismic is a sales enablement platform that provides automated content management and analytics, and there are a few notable ways that it makes RevOps’ lives easier.
Admins can set permissions so that sellers only need to search through the content relevant to their accounts and campaigns. Then, Sales can identify which pieces of content to deploy based on a series of categorizations that describe the properties of each content piece at a glance (e.g. asset types, relevant personas and products, sales stage to be deployed).
If you have a well-developed content library but lack the processes to efficiently surface the most appropriate pieces, Seismic will save Sales a few headaches. Rather than clinging to a few pieces of content and deploying them past their expiry dates, Sales gets an easy way to explore the deep bench of your library and engage prospects creatively with a variety of pieces.
Seismic also cuts down the significant amounts of time that reps spend just trying to get their hands on content. No need to trawl through a disoriented database or chase Content people to ask for pieces; just search for content via client type, topic, and other customizable relevant filters. This allows teams to actively surface the most relevant, useful content to prospects.
Connect content to dollars
The platform also tracks and reports on how prospects and opportunities engage with the content your team sends them. Seismic’s analytics let Sales and Marketing gauge how well each piece resonates with recipients and draw a direct line between content interactions and deals.
For Marketing, Seismic clears the uncertainty of how content contributes to the bottom line. Marketing can map content engagement stats onto close rates and gain a stronger grasp of what types of content win deals from different prospect segments.
With clear insight into how content provides value, RevOps teams can rethink for the better how they create content and personalize their outreach to each prospect.
Before you sign
For the ways that Seismic helps RevOps, the platform isn’t a silver bullet for poor organizational systems. Seismic will be organized in a similar way to your source information on SharePoint or Drive, meaning that the platform’s presentation and categorization of content will be just as clear as your original folder structure. In other words: if you’re in a mess, clean it up before you get Seismic.
To do that, RevOps needs to answer a few questions. What are your naming conventions? How will you tag and categorize content? Where will content live depending on its category—e.g. persona groups, internal or external.
Your team should work through these details until you’re able to confidently identify content by three key properties: what each piece is, who it targets, and the situations you intend to use it.
From there, Seismic allows RevOps to categorize, present, and analyze the performance of content—but it isn’t going to boost the underlying quality of that content. If your bottom-of-funnel pieces aren’t inspiring opportunities to buy what you’re selling, then your RevOps team should consider doing an audit for quality. Are pieces well-written and presented? Relevant to your persona and industry groups? Conveying the right level of information for the stage in the sales cycle?
As much as Seismic’s analytics let RevOps spot trends and steer the direction of content to capitalize on engagement, the execution of those insights is always going to split the difference between landing a deal or not.
The bottom line
Ultimately, Seismic is a boost to RevOps teams who’re looking to surface content from their libraries more efficiently and better understand how content contributes to revenue. As long as RevOps puts in the work to organize content and produce it to a high standard, teams can use the platform’s analytics to create and deploy content in a way that wrings more dollars from customer engagement.
For any advice with assessing sales enablement platforms or connecting content to revenue, Revenue Pulse is here to help.