Here’s a cool project where product marketing, sales engagement, and marketing operations converge to deliver a valuable output of competitive analysis.
The company needed a series of battlecards and playbooks hosted in a central location for the sales team to access.
We established standard practices for conducting extensive research and compiled our findings into long-form, detailed documents. We also wanted to provide quick-hitters for the sales team to prep for upcoming calls. So we developed presentations for each competitor, comparing their offerings to the company’s.
We converted those presentations into brief video overviews. To host the content, we built a series of dashboards in the CRM, complete with detailed competitive analysis docs, presentation decks, and video overviews.
It was similar to a mini internal knowledge base just for sales. Talk about convenience. To have all that info on a CRM dashboard, as that’s where sales spend most of their time. No more hunting for information on the shared drive.
All of this was native functionality. Soon, word got out, and other teams adopted it too.
Marketing and sales dashboards are typically used for reporting and performance analysis.
What if you utilized these dashboards as a tool for learning and development?
Imagine a knowledge base that’s embedded in your CRM. This approach would help create a sales enablement hub within the same system that sales representatives use throughout their day.
However, what if you utilized these dashboards as a tool for learning and development?
Imagine having a knowledge base integrated within your CRM—where sales teams can access learning resources close to their sales activities. This approach would help create a sales enablement hub within the same system that sales representatives use throughout their day.