#announcements
Important info for Customer Marketers & Community members
Thread
Who enables your sales team to use all your amazing customer stories during the sales process? Is that your role? Or someone in sales enablement? I want to do more to help our sales team know when/how to use backpocket stories as well as published ones. But in my past orgs Enablement took the lead on this, so I'd love to learn from you all. What is your role? How do you partner with sales? Does anyone have any examples you would be willing to share here or via DM? Thank you!
Following - I just had this chat with sales yesterday to learn how they are using customer stories/social proof now, was a good exercise to see where I could best support. We don't have an enablement team so I'll be putting some resources together & working with our product marketing team to work it into our strat narrative as a starting point.
Biggest feedback I got was finding a way to easily filter content to pull the best use cases out. A lot of our testimonials/stories are hidden in case studies or other content pieces and sales only wants to pull the pieces of the story that make the most sense but they don't have a good way to find them.
Hi @Rebecca Grossman
We partnered with sales enablement to put customer content into Seismic which was the tool Sales was directed to use. There was an add-on that would pull the right content at the right time in the opportunity via an integration.
We used a biweekly all sales call, weekly sales newsletter and Slack channels to highlight new/best stories to give them more attention. We also worked with SDR leads to ensure the best stories were making it into their templates.
Additionally, we had a slide deck with a growing list of public logos and single slides to summarize use cases of approved customer stories. This lived in the wiki for all company access.
For us, it's a cross-functional effort from the Customer Advocacy, Sales Enablement, and Content teams.
In my experience, it really depends on the company and how they're structured. Sometimes there's a dedicated sales enablement team that handles this kind of thing, but other times it might be the responsibility of individual salespeople or their managers.
If you're looking to help your sales team better utilize your customer stories, there are a few things you can do. First, make sure you have a system in place for collecting and organizing these stories - whether that's a spreadsheet, a CRM, or some other tool. That way, they're easy to find when you need them.
Next, consider creating some sort of training or resource for your sales team on how to use these stories effectively. This could be a simple guide or a more comprehensive training program - it really depends on your company's needs and resources. I'd also include examples of how other salespeople have successfully used customer stories in their pitches.
Btw, Deeto has released an integration in SF that also stores customer stories, but even more importantly - we recommend which story/reference should be matched to the prospect