“The intent was to enable sales reps to use content at the right point in the sales process to drive leads and opportunities through the pipeline.”
SilkRoad’s main challenge was to establish a central place where sales reps could access all of the content available to them. They had catalogued content within a spreadsheet document, but it could be difficult to use with multiple categorizations, and the document lacked ideal organization or tagging. With 250 pieces of content on a broad array of topics and depth, from white papers to in-depth analytical reports to blog posts, SilkRoad needed a way to get more value from their content marketing investment.
SilkRoad used KnowledgeTree to aggregate content from across their multiple repositories. Their next goal was enabling reps to know what content works.
“The intent, once we had content organized, was to enable sales reps to use that at the right point in the sales process to drive leads and opportunities through the pipeline,” said Field Marketing Manager Kelly Carmody. Part of Carmody’s main focus is sales enablement within the context of SilkRoad’s marketing strategy which is to deliver a great end to end experience from first touch to close, and serving the right content at the right time is part of that.
With a sales enablement solution in place, SilkRoad’s sales reps would be able to create additional value for prospects and customers, and marketing leadership would be able to understand the ROI of their content.
The customer success team at KnowledgeTree made the implementation process rapid by sharing best practices and providing support whenever needed. “Anytime I have a problem, they drop what they are doing and try to help me,” Carmody said. This was especially critical as Carmody was newly appointed to her role at SilkRoad when the project began, so every process was a new one for her. “The team at KnowledgeTree was very helpful, explaining everything to me before we did any initial implementation,” Carmody said.
“KnowledgeTree is a very clear and concise way to organize your content in a way that is accessible to the salesforce so it doesn’t impede their day to day,” Carmody said. Carmody also saves time with KnowledgeTree, as it automates content delivery with the right messaging that’s proven to win. “It works right where sales reps live, which is in Salesforce,” Carmody said. Carmody can also see which sales reps aren’t sharing content, so she can provide prescriptive feedback to reps to empower them to achieve their goals.
For each product, Carmody also creates a KnowledgeTree QuickPlay — a lightweight playbook for sales guidance. Each QuickPlay includes recommendations of how to engage and message a prospect. That guidance supplements the recommended content that matches each record. These QuickPlay templates automatically appear when a sales rep views a prospective customer’s information in Salesforce.com. This makes content easy for sales reps to find for any given sales situation.
The ease of use, power to organize content, and ability to push the right sales enablement content at the right time is a big win for SilkRoad. KnowledgeTree allows SilkRoad’s sales reps to be more strategic and purposeful as they move prospects through the sales pipeline at a fast rate while creating value.
Supporting the Day-to-Day Process Improvement of the Sales Team
On the day to day, teams at SilkRoad reference a KnowledgeTree insight dashboard that allows them to gauge performance and make decisions about their sales operations. Metrics about content usage provided by KnowledgeTree let SilkRoad see the full view of each sales decision. “The analytics behind KnowledgeTree are so beyond what we had before,” Carmody said.
The dashboard gives SilkRoad the ability to make better decisions about their content strategy. “We can see how content is performing over time by opportunity size, the most engaged accounts, what content is being shared at different sales stages, and what is being shared by each of our sales reps,” Carmody said. “We know what content is valuable and relevant for who it is being shared with, and then we can create similar content on what is important or what is resonating to repurpose what is working.”
With KnowledgeTree, SilkRoad delivers relevant, up-to-date content to sales reps while measuring revenue attributable to marketing content. “Of all the technology pieces we have brought on in our tech stack, KnowledgeTree is by far the most valued, most used and most leveraged throughout the company,” Carmody said.