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How to Sell Your Content Marketing Investment to the

VP of Sales

Chris Corcoran | Mike SweeneymemoryBlue | Right Source Marketing

@memoryBlueSales | @mjsweeney • #cmworld

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Content Marketing is Table Stakes for Top Organizations

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You’ve Earned a Seat at the Big Boy Table

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Source: Seth Godin, The Dip

It Really Pays To Be #1…

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The companies that made 1999 s ′Fortune 500 list said goodbye to 238 of their peers a mere 10 years later, a change of almost 50% from the 1999 Fortune 500 to the 2009 Fortune 500.

…But Can You Stay #1?

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Opportunity Knocks

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The Most Important Number in B2B Sales and Marketing

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Setting Salespeople Up for Success

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How C-Level Executives Choose

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12 Factors to Consider When Hiring a VP of Sales

#1: The Ability to Recruit

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• Increase your appeal to the best people for your organization

• Push potential recruits to proactively apply for your openings

• Familiarize candidates with what it means to be part of your organization

Using Content to Recruit

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How Top Talent Decides

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"The Decision"

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• Championship Potential

• Quality of Teammates

• Quality of Coach

• Quality of Executives

• Resources

• Compensation

What Matters to Salespeople

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“ In industries that rely on their sales force to generate revenue, people are four times more important in building customer loyalty, than the products or services themselves.”

(Smith and Rutigliano)

What Matters: People vs. Products vs. Marketing

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Solution Sales = 3x Bigger Gap

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Leveraging Content to Close Deals

• Enable your sales team to effectively communicate the company’s value proposition

• Improve sales reps’ knowledge of products, customer needs and competition

• Increase sales team’s productivity

• Reduce the cost of a sale

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Integrate Content Marketing into the Entire Revenue Generation Cycle

Source: Patric C. Auner

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"The company that doesn't use content to market has no advantage over the company that doesn't have content."

It’s Not Just Content, It’s Content Marketing

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Content Never Sleeps

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Let’s Talk!