During a recent visit to a travel agency, I was surprised by how little the agent knew about the destination I was considering. Let’s just say there are many TV ads for this kid-friendly vacation spot, but when I asked specific questions, the basic response was, “It is a really popular destination.” This was of little use in my decision process. I was expecting more insight – popular activities, comments from other vacationers, whether our travel dates coincide with the busy season. Instead, I am back at square one with too many choices and a fast-approaching vacation deadline.
Reps often have this problem with their asset management tool. Listing what is hot or popular does have some benefits, but sales reps want content suggestions for their specific opportunities and sales stages. Needing to search for content on the system adds another administrative function to their already busy day.
To use content measurement to better define and serve the needs of reps, consider the following phased approach: