3 Sales Enablement Challenges Media Companies Face – And How to Overcome Them

We explore three primary sales enablement challenges that media companies encounter and provide actionable strategies to overcome them. We also address a bonus challenge that further complicates the sales process and what to do to come out on top.

Sales enablement has become a crucial element for driving B2B success. However, many media companies face significant hurdles that impede their ability to streamline sales processes and achieve their targets.

Below we explore three primary sales enablement challenges that media companies encounter and provide actionable strategies to overcome them. We also address a bonus challenge that further complicates the sales process and what to do to come out on top.

Non-existent Feedback Loop Between Sales and Marketing

A seamless feedback loop between sales and marketing is essential for aligning strategies and maximizing efficiency. Yet, many media companies struggle to foster this collaboration, resulting in misaligned goals, ineffective campaigns, and missed opportunities.

According to a study by SiriusDecisions, B2B organizations with tightly aligned sales and marketing functions achieved 24% faster three-year revenue growth and 27% faster three-year profit growth.

To bridge the gap, media companies need to implement integrated communication channels and collaborative tools. Regular joint meetings, shared KPIs, and real-time feedback mechanisms can ensure both teams work towards common objectives. Utilizing a CRM system like HubSpot can facilitate this alignment by providing a unified platform for tracking and analyzing data.

Actionable Steps

  • Establish Regular Meetings: Schedule weekly or bi-weekly meetings between sales and marketing teams to discuss progress, share insights, and address challenges.
  • Implement Shared KPIs: Develop key performance indicators that reflect the goals of both teams, such as lead quality, conversion rates, and campaign effectiveness.
  • Utilize Collaborative Tools: Leverage platforms like Slack or Microsoft Teams for continuous communication and project management tools like Asana or Trello to track tasks and progress.

Disconnect in Understanding the New Way Prospects “Shop”

Prospects are more informed than ever, often conducting extensive research before engaging with a sales representative. Media companies must adapt to this shift by providing valuable content that guides prospects through their buyer journey.

A report by Gartner found that 77% of B2B buyers stated that their latest purchase was very complex or difficult, highlighting the need for accessible, informative content.

To cater to these buyers, media companies should focus on creating a robust content strategy that addresses the needs and questions of prospects at each stage of the buyers journey. This includes educational blog posts, detailed whitepapers, case studies, and engaging video content.

Actionable Steps

  • Map the Buyer Journey: Identify the key stages of your buyer journey and the information needed at each stage. Create content that addresses these needs and helps move prospects closer to a purchase decision.
  • Develop Diverse Content: Offer a mix of content formats to cater to different preferences, such as articles, infographics, videos, and webinars.
  • Leverage SEO: Optimize content for search engines to ensure it reaches your target audience when they are researching relevant topics.

Lack of a Proper Content Development System

A significant hurdle for many media companies is the absence of a structured content development system. Without a consistent approach to creating and distributing sales enablement content, sales teams are left without the resources they need to effectively engage prospects.

According to Forrester, 62% of B2B buyers say they can develop selection criteria or finalize a vendor list based solely on digital content.

Establishing a content development system involves creating a centralized repository of resources that sales teams can easily access. This system should include regular content audits, updates, and feedback loops to ensure the material remains relevant and useful.

Actionable Steps

  • Create a Content Library: Develop a centralized repository where all sales enablement content is stored, categorized, and easily accessible for the sales team.
  • Conduct Regular Audits: Periodically review and update content to ensure it remains current and aligns with evolving buyer needs.
  • Encourage Feedback: Implement a feedback mechanism for sales teams to share their insights on content effectiveness and suggest improvements.

(Bonus) The Inability for Sales to Properly Use Content

Even with the right content in place, sales teams may struggle to effectively leverage these resources during the sales process. This can result from a lack of training or unclear guidelines on how to use the content.

Leadership must provide comprehensive training and clear guidelines on how to incorporate content into sales conversations. This includes role-playing exercises, creating usage scenarios, sales playbooks and offering ongoing support.

Actionable Steps

  • Conduct Training Sessions: Offer regular training sessions to educate sales teams on the available content and how to use it effectively.
  • Develop Usage Scenarios: Create detailed scenarios that demonstrate how different types of content can be used at various stages of the sales process.
  • Provide Ongoing Support: Establish a support system where sales teams can ask questions, share challenges, and receive guidance on using content.

Conclusion

By addressing these challenges head-on, media companies can enhance their sales enablement strategies, align their sales and marketing efforts, and ultimately drive better results.

Implementing integrated communication channels, developing a robust content strategy, and establishing a structured content development system are crucial steps towards overcoming these hurdles and achieving success in the competitive media landscape.

Isha Bell is an Inbound Marketing & Sales Consultant at LeadG2, she’s also Hubspot certified in Inbound Sales and Marketing and SEO certified.

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