Why you need a sales enablement content strategy

Imagine you have many cooks in the kitchen who all contribute to the menu. No doubt, you need a strategy and a solid plan to get things orchestrated across all cooks involved to ensure an excellent menu, on time and delicious. That’s what a chef usually does.
The challenge in sales enablement is the same. Many content cooks contribute to the content menu. We discussed last week that the content salespeople need comes from different functions. In fact, marketing creates only 33.8% of the content, while salespeople still create 20.7% (no customizing!). In addition, sales enablement (14.3%) and product management (15.9%) create content, as well as sales operations and legal (together 10.6%). For details, click here.
Now, what does a chef do? A chef begins with designing the menu to create an outstanding customer experience for their guests. Who does that in sales enablement? Who designs the content menu to ensure the