DIGITAL STRATEGY
And it ’ s the use of AI and ML in particular helping to both automate tasks and identify patterns in data that would otherwise go undetected . “ For those companies able to ensure data is joined up across systems and channels , AI can be a goldmine of insights and business advantage ,” Spillecke explains , and can also be used to automate decisionmaking and present personalised offers to customers , both on digital channels and in supporting face-to-face sales interactions .
Similarly , he says , by leveraging analytics , sales teams can get a much better understanding of customers and use it for more accurately targeted offers , and “ those insights can be used to prevent customer churn and predict the likelihood to convert sales ”.
As a leading sales enablement and content management platform , Mediafly combines AI-powered automation , seamless CRM integration , and in-depth content analytics to both reduce the manual burden of logging meetings and content used into Salesforce / CRM , and to recommend related pieces of content . “ Importantly , the right content at the right time ,” says Pisello , “ to help inspire buyer engagement and next-step action , and to track which content actually moves the needle in given selling situations and providing even more intelligent recommendations ”.
He adds : “ Insights as to what content is being used , consumed and most importantly moving the needle is vital to know which content to invest more in , and which content to defocus on and perhaps retire . This includes making sure you are monitoring not just official , but also ‘ shadow content ’ created by sellers and other groups , not from marketing officially ,
so you know what is being leveraged to good effect , to capture and drive more usage and best practices by capturing into official programs or gaining visibility and managing the rogue content that doesn ’ t lead to success .”
Pisello points to the fact that a sales enablement platform like Mediafly can guide the seller to exactly the right proof of concept and digital demo content they need to match the buyer ’ s industry , role and challenges , essential in sales as “ too much content can cause information overload and freeze a deal at ‘ do nothing ’, so presenting the right and relevant content and demos is essential ”.
It can also help sellers share content better with the team and further track the
142 June 2021