Technical Models and Guides

Sales Centred Content Maturity (SCCM)

Written by Propolis Expert Stephen Kemish

Learn how marketing can support sales when it comes to enabling them to complete all stages of the sales cycle.

The 2023 trend tracker has sales enablement top of the pile, an area that’s been growing in focus over the last few years, particularly since the pandemic and the requirements for sales to sell in a more digital rather than face-to-face manner, which has meant that marketing’s job to support sales to enable them to sell has become even more pertinent.

That’s why the SCCM (Sales-Centred-Content-Maturity) model focuses on how marketing can support sales when it comes to enabling them to complete all stages of the sales cycle.

Often a marketing-qualified lead can go over to sales and the success or otherwise of that hard work is down to the salesperson and how well-armed they are with the right tools at the right time. This model therefore looks at the maturity between your marketing function and sales and gives some pointers as to the key areas of where you should establish your benchmarks and your focus on time and budget.

Initially look and evaluate your approach to sales enablement when it comes to content and map yourself against the maturity. Then take the headings from the stages above and consider how you might move forward. There’s lots of other research and resources with Propolis or support including some award-winning campaigns from other organizations that might give some clues as to where the content and the tools that can enable sales can be best placed and best and best harnessed.

The key to using any model like this is to be honest – look at where you are now, rather than where you want to be. Then plot your path and tasks that will enable you to reach that destination.

Critical for success in this area is a good relationship between sales and marketing. Initially gathering the insight into what they’ve already got, what format it’s in, its use and consistency or otherwise, and therefore where the gaps might be. Talk to sales about what their issues are, where they’re handling (or not) handling objections, and what they’re seeing in the market from competitors.

All of this work helps you to first map where content is and how it lays down against their sales cycle. This will help you understand the gaps that you can start to fill. Once you’ve gathered the insight that tells you what it is what’s needed in those gaps.

Once you start this process, you want to be able to measure success. Initially, that may be quite specific to things like consumption, which content is being read, downloaded, viewed, etc. But over time, you should start to be able to establish what content is doing for you when it comes to directly supporting sales converting leads and opportunities which is delivering the bottom line.

 

Check out this Propolis exclusive graph to unlock the secrets to success.

 


This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Stephen Kemish

Content, Creative and Campaigns Expert, B2B Marketing

Stephen Kemish is the Content, Creative and Campaigns Expert for Propolis, the global community for B2B marketing leaders.

Steve is a multi-award-winning marketer and public speaker who has worked in digital marketing since 1997. He has worked both client and agency-side on Digital, CRM, marketing strategy and consultancy with many global brands including Zebra Technologies, ADP, Oracle, Lego, Bayer and Capita. As well as his role at growth marketing agency, IMG, he is a guest lecturer at various business schools, a member of the DMA Digital Council and a longstanding Superbrands and AEO judge

Steve is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs.

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