World Courier, an AmerisourceBergen company, specialises in medical logistics for global clinical trials and the commercial supply chain, delivering solutions across cell & gene therapy, pharmaceutical storage & distribution, and direct-to-patient services.
Given their unrivalled expertise in pharmaceutical logistics, we were presented with a wealth of existing content which sales teams would present to their target audiences. Over the years though, this huge library if information had resulted in a lot of “clutter” – which meant that a thorough review was required, and a better alignment with the sales pipeline.
For our Consultant, Tom Rae, the mission was to develop new systems and processes for content generation and promotion. This would greatly improve time and cost efficiencies going forward.
“produce the right content, at the right time, to the right audience”
Key objectives
- To streamline efforts in creating ‘new’ – and reinvent ‘existing’ – sales & marketing content
- To emphasise quality over quantity of content being produced… it must be purposeful
- Enable sales teams to quickly and efficiently access the content they need for new business and cross-selling
1. Portfolio Audit
The initial stage was to conduct a thorough audit of the organisation’s sales and marketing portfolio:
- Sales materials – presentations, whitepapers, indicative service & pricing models, webinars on-demand, etc.
- Marketing insights – factsheets, brochures, case studies, articles, infographics, etc.
We could then decide which content to ‘keep’, or ‘review’, or ‘archive’ – based on its current relevance and effectiveness.
This would help to drive sales in the form of ‘Service Line Playbooks‘ which provide specific guidance on target audience engagement throughout the sales funnel [below].
2. Content Analysis
The next stage was to host interactive workshops with each of the global Service Line Directors, discussing specific aspects of their business:
- Customer pain points (cost, timescale, capacity, etc.)
- Key stakeholders in the supply chain (their goals, activities and obstacles)
- Our differentiators (are they unique, valuable and proven?)
- Competitors analysis and positioning
Combining these aspects of their Service Lines with how their target audiences engage through different stages of the sales funnel would give us everything required to produce targeted and engaging content.
3. Sales Enablement
A bespoke software platform by Highspot provided us with an ideal solution. Its scope allowed us to tailor a system which supports sales teams in their day-to-day roles, helping to instil knowledge across all business lines and increase consumer confidence. Tom Rae said:
Based on all the work we’ve carried out in the ‘Audit’ and ‘Analysis’ stages, the ideal formula for producing and sharing content is:
customer personas + purchasing criteria = critical success factors for engaging content
We developed a bespoke cloud-based program with Highspot, whilst engaging with sales teams to tailor its functionality to suit their requirements and provide them with up-to-date resources at each stage of the sales funnel. It also integrated with the company’s existing CRM system – Salesforce – creating a more robust and consistent approach to handling new business enquiries, managing the lead conversion process and maintaining customer loyalty.