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If you've been asked, "Can you send that content again?" then you know the frustration of having your marketing materials get lost in the shuffle. You continually create and provide great content and collateral—yet you are repeatedly asked for marketing materials that you've already shared with the team.

Consider this: You may have a distribution problem.

Think of your content as stored in a big warehouse. You've told the sales team that you have the content, but members can't find it when they need it or forget that it exists. (Remember that final scene in the Raiders of the Lost Ark movie where the treasure is being stored in a nondescript crate in a huge government storage facility? It probably will never be found again).

You may feel your valuable content is like that.

Usually, marketers get a lot of advice about content management strategies and centralizing the location of all your content, making sure everyone has access, etc. But the issue may not even be about where the content is kept or how it is organized.

What really matters is the delivery.

Imagine intelligent recommendations initiated and the ideal content delivered before a search even begins. Add in on-the-spot coaching and knowledge appropriate for the situation, and the content is not only used, but it also makes sales conversations come to life.

What You Can Learn From a Grocery Store

Just like a grocery store, you can manage your inventory of content and predict when salespeople will need a particular item. Stores have scanners to track purchases and automated inventory systems to prompt shipments of replacement stock just as the product runs low.

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You Don't Have a Sales Content Problem, You Have a Distribution Problem

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ABOUT THE AUTHOR

image of Brian Fravel

Brian Fravel is vice-president of marketing of Veelo, a cloud-based marketing and sales enablement provider.

LinkedIn: Brian Fravel 

Twitter: @fravelb