Think about when your top sales rep closed that complex deal against all expectations. Yes, that time.

What set them apart wasn’t just their skill. If you’re reading this line, you well know that having the right sales enablement content at the right time made the difference.

Seasoned enablement professionals like you understand that content isn’t merely supportive materials—it’s a strategic asset and way of working that closes deals. It equips your sales teams to engage buyers effectively and adapt to changing behaviors.

Our K.I.S.S. breakdown of sales enablement content

Sales enablement content encompasses a range of materials designed to support the sales process. At Mediafly, we break it down into internal and external.

In a nutshell: internal sales content enablement for your sellers, and external content, for buyers. Let’s delve into them:

Sales Enablement Content

We like to K.I.S.S.

Why You’re Having a Hard Time Articulating the Importance of Sales Enablement Content

You might be finding it hard to get others in your org to grasp the critical role of sales enablement content.

Even though you know that strategic content empowers your sales team and helps drive revenue, others may see it as optional. It’s frustrating, I know it, especially when you can’t show immediate results or clear metrics to back up your efforts.

• Do you feel like you’re constantly explaining the value of your content without getting through?
• Are you wondering why leadership doesn’t see the direct link between quality content and sales success?
• Is it challenging to prove the impact of your work when the benefits aren’t instantly visible?

3 Arguments That Contextualize Our Recommendations

For seasoned professionals, the value of sales enablement content extends beyond basic content support because:

• It aligns with modern buyer journeys: Buyers today conduct extensive research independently. Sales enablement content must align with this self-directed journey, providing value at each touchpoint. For instance, offering thought leadership articles can position your organization as a trusted advisor early in the buyer’s research phase.
• It empowers sales teams with resources that make them thrive: Advanced content equips sales reps to have meaningful conversations. The ones that matter and move the needle. For example, a sales rep armed with data-driven insights about a buyer’s industry can tailor discussions to address specific challenges the buyer faces.
• It drives efficiency through smart content management: With the vast amount of content available, efficient curation and organization are essential. Implementing a centralized content management system allows sales reps to quickly locate and personalize content, reducing time wasted searching for resources.

Our 7 Top Recommendations to Maximize Sales Success

1. Implement a Human-Centric Approach to Sales Enablement Content

Creating effective sales enablement content requires a dual focus on the buyer and the sales team, so…

1. Consider your reps’ needs

To truly support your sales team, immerse yourself in their daily routines. This is what our sales enablement champs that work for customer organizations do:

• They spend time shadowing reps to understand their challenges firsthand.
• They implement a centralized content platform that integrates with their CRM, so they don’t have to switch between systems.
• They standardize naming conventions and tagging to make content retrieval intuitive.
• They regularly gather feedback from reps about content usability, and are willing to adjust based on their input. If they prefer concise summaries over lengthy documents, adapt your materials accordingly.

By aligning content delivery with their workflows, you increase adoption and effectiveness.

And 2. Help personalize content for buyers

Buyers expect interactions that reflect their specific situations. With that in mind, I’ve asked a number of sales enablement admins from Mediafly customers and this is what they do:

• They develop a modular content library where sales reps can assemble customized materials for each prospect. For example, create industry-specific case studies and flexible slide decks that reps can modify.
• They train their sales team on how to personalize messages without straying from core brand messaging.
• They use data analytics to understand which content resonates with different buyer segments, and adjust your content strategy based on these insights. YES! The mystery of content attribution finally… solved (partially, at least)!

By enabling reps to provide personalized experiences, you help enhance engagement and that makes deals to progress..

2. Curate Content to Prevent Sales Content Overload

Most sales enablement professionals agree that more content isn’t always better. To avoid overwhelming sales reps, here’s the top 3 things to do:

• Audit existing content: Regularly review your content library to identify outdated or underused materials. This ensures that only relevant, high-quality content remains. The key: analytics. Make them work for you, for real.
• Implement user-friendly organization systems: Use tagging and categorization that align with how sales reps think and work. For instance, categorize content by sales stage, buyer persona, or industry vertical. If you need help, let’s chat.
• Leverage technology for content discovery: Utilize platforms that offer intelligent search capabilities, allowing reps to find the right content with minimal effort.

A multinational corporation in the food and beverage space found that its sales reps were struggling to find relevant content amid an overwhelming number of resources. By implementing a centralized content management system with AI-driven search, they reduced content retrieval time by 40%.

Sales reps could quickly access localized materials tailored to their region, leading to increased adoption and improved sales performance.

3. Leverage AI and AI-Analytics in Sales Enablement

You’ve heard it left and right. AI puts at our hands opportunities to improve the effectiveness of your sales enablement content. Here’s two ways we’re currently using at Mediafly:

• Personalized content recommendations: AI can analyze a buyer’s interactions and suggest the most relevant content for them. For example, if a buyer has shown interest in a specific product feature in a meeting OR visited specific web pages, AI can recommend content to your sellers that dives deeper into that area. It’s all about being relevant.
• Data-driven insights for content optimization: In short: what’s working? What’s not? Analytics can reveal which content pieces are most effective at advancing deals. Use this data to refine your content strategy, focusing on assets that drive results.

4. Collaborate Cross-Functionally

Creating impactful sales enablement content requires input from various departments. This pertains to the “internal” group I mentioned above.:

• Sales and marketing alignment: Ensure that marketing understands the real-world challenges sales reps face. For instance, if sales reports that buyers are frequently asking about a competitor’s new feature, marketing can develop content that addresses this directly.
• Involving product teams: Collaborate with product managers to create content that accurately reflects the latest product developments and roadmaps.
• Feedback loops with customer success: Customer success teams can provide insights into how customers are using your products, which can inform case studies and testimonials.

A lesson about rituals:

A financial services firm established regular workshops between sales, marketing, and product teams. This cross-functional collaboration led to the creation of targeted content that addressed emerging market trends. Sales reps reported higher confidence in conversations with prospects, and the company saw a measurable increase in customer acquisition.

5. Embrace Continuous Learning and Ongoing Training

In a rapidly changing market, ongoing training is essential. You don’t want to just meet with sales to ask or gather their requests. You want to educate them on how, when to use your materials and processes in the best way.

That’s why you want to put these into practice… yesterday!

• Regular content updates: Keep sales enablement materials current with the latest industry trends, competitive shifts, and product updates. And inform your team.
• Flexible training programs: Develop training that accommodates the varying experience levels within your sales team. For example, offer advanced negotiation workshops for seasoned reps.
• Encouraging knowledge sharing: Create forums where sales reps can share successful strategies and insights, fostering a culture of continuous improvement.

6. Align Content with the Evolved Buyer Journey

Recognize that buyers control much of the sales process nowadays it’s a no brainer. We recommend you address this through:

• Early engagement through thought leadership: Provide content that establishes your organization or members of your team as authorities. This attracts buyers at the research stage and gives them the initial confidence and trust to keep evaluating.
• Interactive content formats: Use tools like calculators or assessments that engage buyers and provide value beyond static content.
• Supporting buyers post-sale: This is a complicated one since it’s quite resource intensive. When you develop content that helps new customers maximize the value of your product, you’re paving the way for upselling and renewals down the road. Depending on your company type and business model, it’s worth exploring.

7. Measuring the Impact of Sales Enablement Content

Quantifying the effectiveness of your content is crucial and will help you in your curation and further production. That’s why you want to:

• Define key metrics: Identify KPIs such as content usage rates, time spent by buyers on content, and influence on deal velocity and set benchmarks as soon as you get statistical significance.
• Analyze and iterate: Use insights from analytics to refine your content strategy. For instance, if a particular case study consistently leads to closed deals, consider creating similar content or, as one of my favorite marketers
• Report to stakeholders: Communicate the impact of sales enablement content to leadership, demonstrating the value of continued investment.

A tech company noticed that despite having a vast library of content, certain assets were rarely used. By analyzing content engagement metrics, they identified which materials were most effective at progressing deals. They shifted their focus to producing more of these high-impact assets, resulting in a 15% increase in closed deals over six months.

Because it’s not just about the what (sales content), but the how (the enablement).

For experienced sales enablement professionals like, the challenge is not just creating content but ensuring it strategically empowers sales teams and aligns with buyer expectations. By adopting a human-centric approach, curating content thoughtfully, leveraging technology, fostering collaboration, committing to continuous learning, aligning with modern buyer journeys, and rigorously measuring impact, organizations can maximize the effectiveness of their sales enablement content.

7 Steps to Make Sales Enablement Content Successful
Pablo Penades

Remember when a strong sales pitch and competitive pricing were enough to win deals? Today’s buyers are demanding something different. They’re more informed, more selective, and have higher expectations than ever before. They’re not just looking for products or services — they’re seeking proven, quantifiable value at every stage of their journey.

This shift has fundamentally changed how successful companies approach sales and customer relationships. According to ValueSelling Associates, 87% of high-growth companies now take a value-based approach to sales, recognizing that traditional feature-based selling is no longer enough. Revenue teams must now communicate, quantify, and prove value at every touchpoint — whether it’s a new opportunity, a renewal discussion, or an expansion conversation.

Enter value enablement: a systematic approach that empowers organizations to do just that.

In this guide we’ll break down the value enablement lifecycle, helping you to understand how to incorporate value across every stage and exploring how different teams can work together to drive growth, increase customer satisfaction, and build lasting partnerships.

Understanding the Value Enablement Lifecycle

1. Value Defined

Defining and articulating your value proposition forms the foundation for effective marketing and sales strategies. This stage focuses on crafting a compelling value story that resonates with every member of your audience.

A value story is the cornerstone of effective marketing. It goes beyond simply listing product features — instead identifying your buyer’s unique challenges and quantifying how your solution will address them using real data. This approach creates a narrative that not only captures attention but also demonstrates a deep understanding of your customers’ needs.

To formulate a value proposition with clarity and impact, Mediafly’s CLOSE methodology combines the right balance of emotion, rationale and evidence. Let’s break it down:

• Challenge: Clearly identify and articulate the specific pain points or obstacles your potential customers are facing.
• Loss: Highlight the potential negative consequences or missed opportunities if the challenge remains unaddressed.
• Opportunity: Paint a picture of the positive outcomes and benefits that come from solving the identified problem.
• Solution: Present your product or service as the ideal answer to their needs, focusing on how it directly tackles the challenge.
• Evidence: Provide concrete examples, case studies and testimonials that demonstrate real-world applications and results of your solution.

This approach enables marketing teams to build credibility and trust while ensuring messages are aligned with customer needs.

2. Value Ignited

Once you’ve defined your value proposition, the next step is to ignite that value in your marketing efforts. This stage focuses on driving more qualified leads and engaging prospects earlier in their buying journey.

According to Gartner, only 17% of the buyer journey is spent meeting with potential suppliers. This means that by the time a prospect engages with a sales rep, they’re well over halfway to making a purchase decision. Marketers play a critical role in shaping this early part of the buyer’s journey.

To capitalize on this shift, use self-service marketing tools to introduce your unique value proposition earlier in the sales cycle. Here are some tools to consider:

Diagnostic Assessments

Diagnostic assessments are interactive tools that help potential customers identify their pain points and understand how your solution can address their specific challenges. When implemented on your website, these can:

• Introduce your unique value proposition earlier in the sales cycle
• Capture more qualified leads for your sales team
• Drive demand generation
• Engage early-stage prospects with targeted content

ROI Calculators

ROI calculators allow prospects to input their own data and see the potential return on investment they could achieve with your solution. These tools:

• Provide tangible, personalized value projections
• Help prospects justify the investment to stakeholders
• Generate valuable data for your sales team

Interactive Product Demos

Self-guided product demos give prospects a hands-on experience with your solution without requiring direct interaction with a sales representative. These demos:

• Allow prospects to explore features at their own pace
• Highlight key differentiators and value propositions
• Provide valuable usage data to inform follow-up conversations

Value Benchmark Tools

These tools allow prospects to compare their current performance or processes against industry standards or best practices, and:

• Identify gaps and improvement opportunities
• Position your solution as the means to bridge those gaps
• Provide valuable insights for both the prospect and your sales team

Chatbots and Virtual Assistants

Implement AI-powered chatbots that can answer basic questions, provide resources, and even schedule meetings with sales reps. These tools improve customer experiences by:

• Offering 24/7 support and engagement
• Qualifying leads based on conversation flow
• Directing prospects to relevant content and resources

By implementing these tools, you’re not passively waiting for leads to come to you. Instead, you’re actively — and proactively — engaging potential customers, providing value from the very first interaction.

3. Value Discovered & Proposed

Now that marketing efforts are in full swing, it’s time for the sales team and partners to discover and propose specific value to potential customers. This stage is what can make a difference in turning qualified leads into closed deals — and simply pitching features isn’t enough.

Meeting this expectation to close more deals means empowering SDRs, BDRs, sales teams, partners, and value consultants with business value tools and total cost of ownership (TCO) calculators. These enable your team to:

• Transform abstract concepts into tangible, dollar-based projections that resonate with decision-makers.
• Demonstrate not just the upfront costs, but the long-term financial impact of choosing your solution.
• Provide clear, data-driven projections of the ROI buyers can expect from implementing your solution.
• Tailor your value proposition to address the specific pain points and goals of each prospect.

This is where the CLOSE methodology really comes into play, serving as a framework for sellers to structure their discovery conversations and value propositions. Including actionable data and insights is also important for boosting credibility and building confidence in your solution. You can do this through:

• Customized value calculations: Use the prospect’s own data to create personalized projections of cost savings, revenue increases, or efficiency gains.
• Competitive differentiation: Leverage industry benchmarks and comparative data to show how your solution outperforms alternatives.
• Risk mitigation: Demonstrate how your solution addresses potential risks or challenges the prospect may face.
• Implementation roadmap: Provide a clear, data-backed plan for how your solution will be implemented and start delivering value.

4. Value Realized & Optimized

The value journey doesn’t end when a deal closes. Proving and optimizing realized value is crucial for long-term customer satisfaction and loyalty. Retaining and growing your existing customer accounts requires a sophisticated approach.

Realized value calculators, powerful tools that transform abstract benefits into concrete, measurable results, compare pre- and post-implementation metrics to show clear, tangible progress and ROI. When customer success teams can demonstrate concrete results — whether through efficiency gains, cost savings, or revenue growth — they strengthen customer relationships and build a foundation for long-term loyalty.

Consistently proving value delivery also creates natural pathways to upsell and cross-sell opportunities. When customers clearly see the ROI from their current investment, they’re more receptive to conversations about expanding their engagement. Value calculators also power this approach, helping to:

• Identify new opportunities based on usage patterns and success metrics
• Create compelling business cases for expanded adoption
• Use success stories from one department to expand into others

Remember that value realization isn’t a single event; it’s an ongoing journey of measurement, analysis, and optimization.

The Value Advantage

With nearly 90% of high-growth companies already embracing a value-based approach, the question isn’t whether to implement value enablement, but how quickly you can get your organization on board to meet modern buyers’ expectations. By mastering each stage of the lifecycle — from definition through realization — you’re not just closing more deals, you’re building a sustainable engine for growth that will drive your business forward.

Breaking Down the Value Enablement Lifecycle
Michael Keshen

The difference between closing a deal and losing it often comes down to one critical factor: how well you articulate your product’s true value. This art of value selling took center stage in our recent webinar, “Mastering Value Selling: Insights from Industry Experts,” featuring two industry experts:

• Steve Robinson, CEO of Sales Engine
• Steve Richard, SVP of Revenue Enablement at Mediafly

The two delved into the intricacies of value selling, from its potential impact to what makes an effective strategy. You can watch the full webinar below.

The Impact of Value Selling on Win Rates

Steve Richard presented a striking insight: When a value consultant is attached to an opportunity, win rates are two-and-a-half times higher than deals without such support — underscoring the critical importance of incorporating value selling techniques into the sales process.

But what exactly drives this dramatic improvement? The answer lies in the power of a well-crafted business case. When sales teams can clearly articulate the quantifiable value of their solution to a prospect’s specific situation, they’re able to cut through the noise and directly address the customer’s bottom line.

It’s not just about having a value consultant on hand, however. The webinar stressed the importance of integrating value selling throughout the entire sales process. From initial conversations to final proposals, consistently demonstrating value helps keep prospects engaged and moves deals forward more effectively.

Understanding — and Addressing — Customer Needs

Also discussed is how value selling goes beyond pitching product features, requiring salespeople to ask more insightful questions to uncover the customer’s true business pain points and objectives. Steve Richard emphasized the need for “insatiable curiosity” in sellers. He described the process of establishing value as “incessant questioning,” going layer by layer to understand the specifics of the buyer’s challenges and opportunities.

Steve Robinson pointed out that, “Salespeople have gotten very good at questioning to establish need in order to position a product or solution.” But he stressed that this isn’t enough today. Sellers need to get better at “big picture questioning” — understanding customer outcomes as well as direction, vision, and mission.

This level of understanding allows reps to connect their value proposition directly to the customer’s unique situation. It’s not just about ROI calculations, but also demonstrating how your solution can contribute to the buyer’s overarching business goals.

The speakers also touched on the importance of balancing transactional and strategic approaches, acknowledging that while value selling is powerful, it’s crucial to read the situation and adapt your approach based on the customer’s readiness for more strategic engagement.

The Power of Storytelling in Value Selling

While value selling focuses on crunching numbers and proving ROI, the best sellers must weave these figures into a compelling narrative.

This means being able to articulate the value story across different levels of the organization. “Salespeople have to be the storytellers,” Steve Robinson noted. “It’s about how we take this and turn it into a story where everyone within the organization can get it, read it, understand it, and say yes to it.”

A good value story should:

• Start with the big picture of where the buyer’s organization is heading
• Illustrate how your solution fits into and supports that vision
• Use concrete, relatable examples to bring the potential value to life
• Incorporate both quantitative and qualitative benefits
• Adapt the story for different stakeholders in the buying process

This level of quality should be maintained across the buyer’s journey. Sellers commonly start strong but lose steam in the later stages of the sales process, particularly when it comes to the final proposal. Keep your value story consistent and compelling by carrying out the same level of care and attention throughout.

Organizational Ownership of Value Selling

When asked who owns the process of building business cases in their organizations, webinar attendees responded as follows:

• 64% said it was owned by sales reps and managers
• 20% had dedicated value engineering teams
• A small percentage indicated ownership by product marketing or other departments

Steve Robinson expressed enthusiasm about the growing trend of dedicated value teams, pointing out that these specialists can be essential in handling the complexities in building robust business cases.

Regardless of who owns the process, value selling needs to be integrated across the entire sales organization. Implement processes that support and encourage value selling to create a culture where every seller understands and can effectively communicate the value proposition.

Future Trends

As the webinar wrapped up, the speakers shared some exciting trends that are shaping value selling:

1. Self-Service Tools: Intuitive, user-friendly tools allow both sellers and buyers to explore value propositions independently.
2. Connecting Sales and Customer Success: Continue the value journey after a deal is closed to more effectively drive upsells, cross-sells, and renewals.

The two also touched on the potential of AI in enhancing value selling processes. While not explored in depth, they hinted at the possibilities of using AI for faster, more accurate value calculations and more personalized value propositions.

The Bottom Line

By focusing on customer needs, crafting compelling narratives, and integrating value across the entire organization, sales teams can stay ahead of the curve. As the speakers illustrated, value selling is more than just a technique — it’s a comprehensive approach that fosters stronger relationships and keeps your team competitive.

Webinar Recap: Mastering Value Selling
Michael Keshen

Sales has undergone a seismic shift in an era of unprecedented market volatility, digital transformation, and evolving buyer expectations. Traditional sales approaches are faltering in the face of new challenges:

• 75% of buyers expect value-based interactions, demanding more than just product features or simple solutions.
• 58% of sellers report longer sales cycles, with more decision-makers involved and higher budget scrutiny.
• Post-pandemic changes in buyer behavior have accelerated the need for a more strategic, value-centric approach to sales.

Against this backdrop, solution selling — once the gold standard in B2B sales — is increasingly falling short. Value selling is a more strategic, outcome-focused approach that aligns directly with the evolving needs of modern buyers.

As we explore the distinctions between these approaches, we’ll uncover how value selling leads to more closed deals, stronger customer relationships, and greater success.

Understanding Solution Selling vs. Value Selling

While both solution selling and value selling aim to win customers and drive business growth, they differ significantly in their focus, methodology, and outcomes.

What is Value Selling?

Value selling is a strategic approach that focuses on the measurable business outcomes and financial impact a solution can deliver, rather than just its features or capabilities. It transforms the sales conversation from “what our product does” to “how we can improve your business,” making the connection between your solution and the buyer’s strategic priorities crystal clear.

Value Selling: Elevating Business Outcomes

As markets become more competitive and buyers more sophisticated, value selling emerged as a more strategic approach. Value selling shifts the focus from product features to the tangible business value a solution can deliver.

Key characteristics:

• Outcome-focused approach
• Emphasis on business impact and ROI
• Collaborative discovery of value opportunities

Example in action:

The same software company rep begins by exploring the broader business implications of the small business owner’s inventory issues. They discuss how stockouts lead to lost sales and customer dissatisfaction, while overstocking ties up capital and increases storage costs. Together, they calculate the financial impact of these inefficiencies.

The rep then presents their inventory management software not just as a tool to manage stock, but as a strategic asset that frees up working capital, increases sales through better product availability, and improves customer satisfaction scores. They provide case studies showing how similar businesses increased their profit margins by 15% after implementing the software. The rep and owner collaboratively explore how these improvements would impact the owner’s specific business goals, such as expansion plans or entering new markets. The conversation centers on the potential business transformation and measurable value.

What is Solution Selling?

Solution selling is a sales methodology that focuses on positioning products or services as solutions to specific customer pain points. It emphasizes matching product features and capabilities to customer needs, with the primary goal of solving immediate challenges or issues.

Solution Selling: Matching Products to Problems

Solution selling emerged in the 1980s as a response to the limitations of traditional product-centric selling. This approach focuses on identifying customer pain points and offering products or services that address these specific issues.

Key characteristics:

• Problem-centric approach
• Emphasis on product features and capabilities
• Tailored solutions based on customer needs

Example in action:

A software company representative is meeting with a small business owner struggling with inventory management. The rep asks probing questions about the owner’s current processes, pain points, and goals. Upon learning about frequent stockouts and overstocking issues, the rep presents their inventory management software, highlighting features like real-time tracking and automated reordering.

The rep explains how these features address the owner’s inventory problems, demonstrating the software’s ability to predict demand patterns and optimize stock levels. The conversation centers on how the product’s capabilities solve the specific inventory challenges the business is facing.

The Evolution: From Solutions to Value

The shift from solution to value selling reflects broader changes in the business landscape:

1. Increased Competition: As markets became saturated with similar products, simply solving a problem is no longer enough to stand out.
2. More Informed Buyers: The internet age brought easy access to product information, reducing the impact of feature-based selling.
3. Economic Pressures: With tighter budgets especially post-2008 financial crisis, companies need to justify investments based on concrete business value.
4. C-Suite Involvement: Major purchases increasingly require executive approval, necessitating a focus on strategic value rather than operational features.

Key Differences Between Solution and Value Selling

Let’s dive a little deeper into the differences between solution and value selling. Understanding these distinctions helps sellers elevate their game and drive more impactful sales conversations.

Focus

Solution selling centers on the features and capabilities of a product or service. The sales narrative revolves around how these features address specific pain points or challenges the customer is facing.

Value selling shifts the focus to the broader business outcomes and transformative impact the solution can deliver. It’s less about what the product does and more about what the customer can achieve with it.

Example: A CRM software salesperson using solution selling might emphasize features like contact management, email integration, and pipeline tracking. A value seller would focus on how the CRM can increase sales conversion rates, improve customer retention, and boost overall revenue.

Approach

Solution selling aims to match the right product or service to the customer’s identified needs. It’s a problem-solution fit approach.

Value selling takes a holistic view of the customer’s business, looking for opportunities to enhance overall performance, even in areas the customer might not have considered.

Example: When selling IT services, a solution seller might propose a cloud storage solution to address a company’s data management issues. A value seller would explore how modernizing the entire IT infrastructure could streamline operations, reduce costs, and create new business opportunities.

Customer Engagement

Solution selling often relies on product demonstrations to showcase features and capabilities. The seller leads the conversation, showing how the product works.

Value selling engages the customer in a collaborative discovery process. Through in-depth discussions and joint analysis, the seller and buyer together uncover opportunities for value creation.

Example: A solution seller of data analytics software might offer a demo highlighting various reporting features. A value seller would facilitate a workshop where they analyze the customer’s data challenges together, exploring how enhanced analytics could drive strategic decision-making across the organization.

Metrics

Solution selling focuses on product-centric metrics and specifications. Success is often measured by how well the product performs its intended functions.

Value selling aligns with key business performance indicators and ROI. The emphasis is on quantifiable business impact and financial returns.

Example: When selling manufacturing equipment, a solution seller might highlight specifications like processing speed or output capacity. A value seller would calculate the potential increase in production efficiency, reduction in waste, and projected revenue growth over time.

Emotional Drivers

Solution selling appeals to the emotional relief of solving a pressing problem. It focuses on alleviating pain points and frustrations.

Value selling taps into deeper emotional drivers by aligning with the customer’s vision for their business. It’s about making buyers feel understood, validated, and excited about future possibilities.

Example: When selling productivity software, a solution seller might emphasize how it eliminates the stress of missed deadlines. A value seller would paint a picture of how the software could transform work culture, boost employee satisfaction, and position the company as an industry innovator.

The Superior Impact of Value Selling

Here’s why value selling delivers superior results and why it should be the go-to approach for forward-thinking sellers.

1. Addresses the “why:” Value selling cuts through the noise by directly addressing the question on every buyer’s mind: “so what?” It transforms the conversation from features to outcomes, painting a vivid picture of tangible business impact. By focusing on the results that matter most to the customer, value selling makes the benefits of a solution crystal clear.
2. Aligns with C-suite priorities: By framing discussions around high-level business goals — profitability, market share, competitive advantage, and shareholder value — value selling elevates the conversation. This approach speaks directly to the language of the C-suite, making it more likely to gain executive buy-in and support. Value sellers position themselves as strategic partners rather than just vendors, understanding and addressing the overarching concerns of decision-makers.
3. Differentiates in a crowded market: In markets where products and services are becoming increasingly commoditized, value selling provides a powerful differentiator. When multiple vendors offer similar features or solutions, the ability to articulate and deliver unique value becomes the key discriminator. Value selling shifts the basis of competition from product comparisons to business impact, making it harder for competitors to replace your offering simply by matching features.
4. Builds stronger, long-term relationships: Value selling isn’t just about closing a deal; it’s about opening a long-term, mutually beneficial partnership. Focusing on the buyer’s business outcomes positions value sellers as trusted advisors invested in their customers’ success. This fosters deeper engagement, increased loyalty, and expanded business opportunities over time.

The real power of value selling lies in how these elements work together to create a compounding effect:

• Attracts high-value opportunities
• Increases win rates
• Commands premium pricing
• Accelerates sales cycles
• Improves customer retention and expansion

Value Selling in Practice: ADP

ADP, known for its human capital management (HCM) services, struggled to move deals through the sales funnel. With 60% of deals stalling after initial meetings (particularly in the competitive mid-market and enterprise segments), ADP needed a solution to articulate its value proposition consistently and effectively. Partnering with Mediafly, ADP developed a value-based tool to quantify the benefits of its integrated HCM solutions.

This tool enabled sales reps to demonstrate the total cost of ownership for standalone versus integrated products, identify gaps in clients’ current systems, and navigate complex topics like the Affordable Care Act. With the new approach, ADP’s sellers were equipped with consistent, value-focused messaging and provided prospects with self-service information through an interactive whitepaper. As a result, ADP cut its number of stalled deals in half and generated higher-value leads.

Implementing Value Selling in Your Organization

Transitioning to a value selling approach can be transformative — but it’s not without its challenges. This roadmap will guide you through the process and keep you on the lookout for common pitfalls.

Secure Leadership Buy-in

1. Present the business case for value selling to executive leadership
2. Align value selling initiatives with overall business strategy
3. Establish clear KPIs to measure the impact of the transition
4. Provide regular updates on progress and early wins

Potential pitfall: Lack of sustained support from leadership can lead to half-hearted adoption and mixed messaging.

Conduct Diagnostic Assessment

1. Assess current sales processes and identify gaps
2. Analyze customer feedback and win/loss data
3. Evaluate the current skill set of your sales team
4. Get honest feedback from reps with anonymous surveys

Potential pitfall: Overlooking input from front-line sales reps can lead to misdiagnosis of problems.

Develop Value Proposition and Messaging

1. Clearly articulate your unique value proposition
2. Create customer-centric messaging that focuses on outcomes
3. Develop case studies and ROI calculators
4. Tailor value propositions to different personas

Potential pitfall: Creating generic value propositions that don’t resonate with specific customer segments.

Click here to see 5 ways to use value-selling tools throughout your customer journey.

Upskill Your Sales Team

1. Design a comprehensive training program on value selling techniques
2. Provide training on business acumen and financial impact analysis
3. Implement role-playing exercises and real-world scenario training
4. Implement a continuous learning program with refresher courses

Potential pitfall: Treating training as a one-time event rather than an ongoing process.

Deploy Enablement Tools

1. Invest in a robust sales enablement platform
2. Implement CRM integrations to track value-based metrics
3. Develop and distribute value assessment tools for sales teams
4. Phase in new tools gradually

Potential pitfall: Overwhelming sales teams with too many new tools at once.

Launch Pilot Program

1. Select a team or region to pilot the value selling approach
2. Set clear goals and metrics for the pilot
3. Gather extensive feedback and data during the pilot phase
4. Select a diverse group that represents different market segments

Potential pitfall: Choosing an unrepresentative sample for your pilot can lead to skewed results.

Execute Full Roll-out

1. Develop a comprehensive roll-out plan based on pilot learnings
2. Establish a value selling center of excellence to support the transition
3. Implement a system for ongoing feedback and continuous improvement
4. Revise commission structures to reward value-based outcomes

Potential pitfall: Failing to adjust compensation to align with value selling goals.

As you begin to see success, here are some tips on scaling your value-selling program throughout your organization.

Embrace Value or Risk Irrelevance

The shift from solution selling to value selling isn’t just a trend. It’s a fundamental realignment of sales strategy to meet the demands of business today. In a world where buyers are more informed, more discerning, and more focused on ROI than ever before — the stakes for embracing this change couldn’t be higher.

The future belongs to organizations that can articulate and deliver value in ways that resonate with the strategic priorities of their customers. As AI and automation continue to reshape the sales landscape, the ability to have meaningful value-driven conversations will become the key differentiator between thriving sales teams and those left behind.

So, the question isn’t just whether your team is equipped to sell value in today’s market; it’s whether your entire organization is prepared to compete in a value-driven future. Are you ready to make the leap?

Value Selling vs. Solution Selling: Why Value Wins
Michael Keshen

The mantra “work smarter, not harder” has never been more relevant. Employees like your sales reps are increasingly prioritizing work-life balance — looking for ways to achieve better results without sacrificing their personal time or burning the midnight oil. 

AI is changing the game for how sales teams operate. It’s not about futuristic robots or complex algorithms; it’s about practical, powerful tools that boost efficiency and productivity. For revenue leaders, this means empowering your team to do more in less time, without compromising on performance.

But what does AI really mean for your sales team? How can it improve your day-to-day processes and give you a competitive edge while supporting a healthier work-life balance? We’ll explore three essential AI capabilities that are reshaping sales.

AI Skill #1: Data Analysis and Interpretation

Your team is probably sitting on a goldmine of data. Customer interactions, purchase history, market trends — you name it. But let’s be honest, making sense of all this information can be like trying to solve a Rubik’s cube blindfolded.

Enter AI. It’s like having a super-smart intern who never sleeps, constantly crunching numbers and transforming raw data into actionable insights. AI excels at handling massive datasets at lightning speed. 

What does that mean for your sales team?

• Automated data categorization: AI can instantly tag and organize customer interactions, content engagement, and product information. Your reps can find what they need in seconds, not hours.
• Pattern recognition: AI algorithms identify trends and correlations humans might miss. Imagine spotting a connection between a prospect’s content downloads and their likelihood to convert — before your rep even makes the first call.
• Predictive analytics: By analyzing historical customer data and current market trends, AI can forecast future outcomes. This means more accurate sales projections and smarter resource allocation.

Human Touch: Where AI Meets Expertise

While AI is powerful, it’s not meant to replace human judgment. Remember the following:

Context matters. Your reps can interpret AI insights through the lens of their industry knowledge and customer relationships. While AI identifies patterns and trends, sales reps bring a wealth of industry-specific knowledge and personal relationships to the table. This human context is crucial for interpreting and applying AI-generated insights effectively.

Example: Let’s say your AI system flags a sudden increase in engagement from a long-standing customer with your cloud security content. It suggests this customer might be ready for an upsell to your premium security package. However, your sales rep knows that this customer recently experienced a minor security breach. That rep can interpret this AI insight not as an upsell opportunity, but as a chance to provide support and rebuild trust. They might reach out with helpful resources or offer a consultation, strengthening the relationship rather than pushing for an immediate sale.

Strategic application: AI provides the data; your team decides how to act on it. Their experience is crucial in translating insights into effective sales strategies. Your reps understand the nuances of customer relationships, industry dynamics, and the subtle factors that influence buying decisions. 

Example: Your AI tool analyzes historical data and predicts that companies in the healthcare sector are 30% more likely to purchase your data management solution in Q3. A less experienced team might immediately shift all resources to target healthcare prospects. However, your seasoned reps know that Q3 is budget planning season for many healthcare organizations. They devise a strategy to provide value during the planning process, positioning your solution as a must-have for the upcoming fiscal year. This might involve creating healthcare-specific case studies, offering ROI calculators, and timing outreach to align with budget discussions. 

Continuous learning: The beauty of AI in sales is that it’s not a static tool — it’s a learning system. As your team uses the AI and provides feedback on its insights, the system becomes more accurate and tailored to your specific business needs. At the same time, your reps gain a deeper understanding of data analysis and predictive modeling.

Example: Your AI system initially recommends a particular sales approach for software companies with 100-500 employees. Reps try this approach but find it’s not as effective as predicted. They feed this information back into the system. Over time, the AI learns to differentiate between different types of software companies and refines its recommendations. Meanwhile, your reps become more adept at identifying the subtle factors that influence a software company’s buying decisions and start asking more targeted questions during discovery calls, gathering data that further improves the AI’s predictive capabilities. 

AI Skill #2: AI-Assisted Communication and Personalization

Let’s be real, personalization isn’t a new idea. But with hundreds of accounts in your pipeline, how do you deliver tailored communication at scale? You guessed it — AI.

At its core, AI-powered personalization is about leveraging data to create more meaningful interactions. By analyzing vast amounts of customer data, from past interactions and purchase history to content engagement and social media activity, your sales reps get a 360-degree view of their potential clients before they even pick up the phone. But AI doesn’t just collate information; it generates actionable insights, suggesting the most relevant content for each prospect and predicting future trends. This means your team can proactively address potential concerns or highlight specific product features likely to resonate with each prospect, staying one step ahead in the sales conversation. 

Natural Language Processing (NLP) takes AI-assisted communication a step further by analyzing the sentiment behind a prospect’s words:

• Email analysis: AI can scan incoming emails to gauge the sender’s tone and intent. Is the prospect excited about your proposal or hesitant? This insight helps your reps tailor their responses appropriately.
• Call transcription and analysis: By analyzing call transcripts, AI can identify key moments in conversations — like when a prospect expresses enthusiasm or concern — helping your team focus on what matters most.
• Social media monitoring: AI can track mentions of your brand or products across social platforms, giving you real-time insights into market perception and potential sales opportunities. 

AI Skill #3: AI-Enhanced Sales Process Automation

Time is money — particularly for sellers. But too often, top performers get bogged down in repetitive tasks instead of doing what they do best: building relationships and closing deals. 

AI excels at handling routine activities like follow-ups, appointment scheduling, and data entry. But its capabilities go far beyond these basic tasks. AI helps in categorization and search functionality, automatically tagging and organizing assets — customer interactions, customer-facing content, product documents, and training materials — making it all easily searchable.

Imagine a sales rep preparing for a crucial meeting. Instead of spending hours digging through folders and databases, they simply type a few keywords into a search bar. Within seconds, they have access to all relevant customer engagements, past proposals, case studies, educational content, and product specs. Improved accessibility doesn’t just save time but also empowers your team to make informed decisions based on readily available data.

Here’s where else AI can help in your sales processes:

Lead generation and qualification: AI analyzes data from various sources to identify and score potential leads that match your ideal customer profile. 

Example: AI scans industry news, company websites, and social media posts, identifying that a company in your pipeline recently shared plans to digitize their operations. Based on this and other factors like company size and industry, the AI scores the company as a high-potential lead and automatically alerts your sales team to reach out. Reps start their day with a list of fresh, qualified leads without having to spend hours researching.

Pricing and proposal creation: AI suggests optimal pricing strategies and drafts customized proposals, pulling in relevant, categorized information based on the prospect’s needs.

Example: Your team is creating a proposal for a healthcare client. AI analyzes past deals, current market rates, and the specific needs of the prospect to suggest a tiered pricing structure. It also populates the proposal with relevant case studies from similar healthcare organizations, recent compliance information, and tailored product descriptions. Reps can now create comprehensive, personalized proposals in a fraction of the time.

Content recommendation: Using the context of a sales situation, AI suggests the most relevant content for each stage of the sales process.

Example: During a discovery call with a manufacturing prospect, there’s mention of an interest to reduce downtime. Listening in real time, your AI immediately suggests sharing a recent whitepaper on predictive maintenance and a case study of a similar manufacturer who reduced downtime by 30% using your solution. Your rep can instantly access and share these materials, enhancing the conversation with highly relevant content.

AI in Sales: Immediate Benefits, Long-Term Advantage

Embracing AI is becoming a necessity to stay competitive. By using these capabilities, your team can:

• Uncover deeper insights
• Deliver more personalized experiences
• Operate with unprecedented efficiency

The result? A sales force that’s not just keeping up, but staying ahead of the curve. 

See how Mediafly’s new AI-powered features streamline content management and discoverability. And for a deeper dive into AI’s role in revenue enablement, check out this blog post. 

Selling in the Age of AI: 3 Capabilities You Can’t Ignore
Michael Keshen

Sales enablement done well can take your sales team from good to exceptional. 

And you know it well — otherwise you wouldn’t be reading this lines (nor between them).

However, in our world, failure isn’t caused by a lack of enablement planning or execution. In short: it stems from a lack of clear directives and follow-through. 

Accountability and behavior change, driven by the right enablement strategies, are what make a real impact in any revenue enablement project.

A successful sales enablement project equips your team with the tools, knowledge, and skills they need to succeed. It optimizes your sales process, elevates customer interactions, and drives the kind of revenue predictability your CFO needs. 

But to get there, careful planning, resources, and follow-through are essential.

In this post, we’ll explore the telltale signs that your team needs enablement, the key questions to ask before starting, and why holding teams accountable for behavior change is the real key to success.

Spotting the Signs You Need Better Revenue Enablement

Even if they’re not explicitly saying so, your sales team is struggling. Think of these struggles as your sales process sending out an — these are telltale signs that it might be time for a sales enablement program.

But remember:

Failure doesn’t stem from a lack of planning; it’s a lack of clear directive and follow-through. When leadership doesn’t provide clear accountability and behavioral change isn’t enforced, enablement efforts fall flat.

Stagnating or Declining Sales Numbers

If you’re noticing flat or decreasing sales despite increased effort from your team (and more money spent in marketing) it’s time to pay attention.

This often manifests as longer sales cycles, decreased win rates, or a widening gap between top performers and the rest of the team.

It’s a sign that your sales process might need some fine-tuning. In our world, failure to improve in these areas is often the result of leaders not driving the right behaviors or creating the right accountability and follow-through, not the enablement strategy itself.

Difficulty Articulating Value Propositions

When your go-to-market teams struggle to explain why your product or service is the best choice, it’s a major red flag. This challenge often leads to lost opportunities and an inability to stand out from competitors. You might notice an increase in customer objections or prospects getting stuck in the sales funnel.

Here’s the top 5 root causes I’ve seen in my experience that make companies (aka, people!) fail at articulating value props.

• Overly Technical Language: Companies, especially in technical fields like technology, often use complex jargon that confuses potential customers. The benefits of their solutions get lost in the technical details, making it hard for non-experts to understand the value.
• Vague or Unclear Messaging: Many businesses fail to spend adequate time developing a clear, concise value proposition. As a result, their messaging lacks focus, leading to confusion about the true benefits of their product or service.
• Failure to Address Customer Needs: Some companies focus too much on the features of their products, rather than how those features solve specific customer problems or create tangible benefits. This disconnect leaves prospects wondering why they should choose that company over competitors.
• Balancing Short-Term and Long-Term Benefits: It can be challenging to communicate both immediate and long-term value in a way that resonates with diverse stakeholders. Focusing too heavily on one or the other leads to a misalignment with the audience’s priorities.
• Inconsistent Internal Understanding: If employees themselves can’t clearly articulate the value proposition, it’s unlikely the message will resonate externally. Misalignment between departments can lead to inconsistent messaging across touchpoints.

Talking about a solution here — I’m personally a big fan (and user) of FletchPMM Value Proposition messaging canvas and have used it both at Mediafly and previously at Dooly.ai.

High Turnover Rates

If your sales team has a revolving door, it’s more than just an HR headache. High turnover can indicate that your sellers feel ill-equipped to perform their jobs effectively or see limited opportunities for growth.

This constant churn not only impacts your bottom line but also creates a cycle of continuous onboarding that drains resources.

Once again, without clear accountability, new hires can feel unsupported, and tenured employees may resist the changes and adaptability necessary for success.

Misalignment Between Departments

This one touches on the previous point. When sales, marketing, and product development aren’t on the same page, it hinders sales success. Look out for signs like:

• Inconsistent messaging across customer touchpoints.
• Sales teams not effectively using marketing content
• Difficulty in communicating customer feedback to product teams
• Lack of coordination in go-to-market strategies for new products or features

These misalignments often stem from leaders not taking a strong enough stance on collaboration. In areas where your organization specializes, having a say in product development and go-to-market strategies is crucial.

Otherwise, misaligned goals and poor communication will persist, making it harder for teams to adopt changes and work in harmony.

Here we come

Critical Questions to Ask (and Answer) in Your Go-To-Sales Enablement Journey

If you’re reading this lines, you’re working on this space and you well know the benefits of sales enablement are clear.

So… it’s crucial to approach them strategically.

Jumping into a project without proper planning and buy-in can lead to wasted resources, misaligned efforts, and disappointing results.

This is where asking — and thoroughly answering — the following questions is invaluable.

What are the specific goals of this enablement project?

Start by clearly defining what you want to achieve with your sales enablement initiative. Having specific, measurable goals will guide your strategy and help track progress.

Consider the following areas when setting your objectives:

• Performance metrics: Are you looking to increase win rates, shorten the sales cycle, or boost average deal size? Set concrete targets for improvement.
• Skills development: Do you want to enhance product knowledge, improve objection handling, or strengthen negotiation skills? Identify key competencies to focus on.
• Customer engagement: Are you aiming to improve customer satisfaction scores, increase repeat business, or enhance the overall customer experience?
• Internal alignment: Do you need to improve collaboration between sales and marketing teams or streamline communication with product development?
• Efficiency improvements: Are you seeking to reduce time spent on non-selling activities, improve CRM adoption, or optimize your sales process?
• New initiative support: Are you launching a new product or entering a new market that requires specific enablement support?

When setting these goals, make sure they are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For instance, instead of a vague goal like “improve sales performance,” you might aim to “increase the team’s average win rate from 20% to 25% within the next six months.”

Who are the key stakeholders?

Identifying and engaging the right stakeholders from the beginning is critical for the success of your project. Consider the following:

• What roles and personas are involved in the project? This includes sales reps, managers, executives, subject matter experts, and dedicated project managers. Understand what’s in it for each of these groups beyond the overall business benefits.
• Can you identify champions within your organization? These individuals play a crucial role in acting as early adopters, providing valuable feedback, and encouraging adoption among their colleagues.
• Do you have buy-in from sales management and executive leadership? Clearly articulate how the enablement project aligns with broader business goals, provide regular updates on progress, and involve them in key decisions to get them on board.

What resources are required?

Assess the resources you’ll need to implement your sales enablement project effectively. This could include:

• Learning and development resources: live training, video content, written documentation, and visual aids like slide decks that cater to different learning styles 
• Technology and tools: learning management system (LMS), content management, sales playbook tools, customer relationship management (CRM) 
• Content creation resources: writers, graphic designers, video producers for developing high-quality, engaging materials
• Data and analytics tools: software for tracking KPIs and measuring the impact of enablement efforts
• Budget: funds for technology investments, content creation, possible external resources, and ongoing maintenance of the enablement program

What are our checkpoints?

Establishing clear checkpoints is essential for maintaining momentum and accountability throughout your enablement project. These allow you to assess progress, make necessary adjustments, and keep stakeholders informed. 

• Define a clear timeline, breaking your project into phases with specific start and end dates.
• Set regular checkpoints at a frequency that makes sense — weekly for short-term projects or monthly for longer initiatives often works well.
• Align checkpoints with key milestones.
• Use a mix of checkpoint types, including status update meetings, milestone reviews, stakeholder presentations, and user feedback sessions.
• Create a visual timeline to help everyone understand and track the project’s progression.

What metrics will be used to measure success?

Defining success metrics upfront will help you track progress, demonstrate the value of your enablement project, and make data-driven decisions. Take into account quantitative metrics like:

• Sales performance: win rates, sales cycle length, average deal size, revenue per sales rep, quota attainment
• Activity: number of customer interactions, pipeline velocity, time spent on selling activities vs. administrative tasks
• Adoption and engagement: usage rates of new tools or processes, completion rates of training modules, time spent engaging with enablement content
• Customer satisfaction: Net Promoter Score (NPS), customer retention rates

Make sure to establish a regular cadence for reviewing these metrics, using dashboards or reports to visualize progress towards goals. User feedback also provides valuable insights — engage top adopters to identify best practices and success stories, and interview non-adopters to understand their hesitations and address concerns directly.

What potential challenges might arise?

Anticipating roadblocks is crucial for the success of your enablement initiative. By identifying challenges early, you can develop strategies to address them proactively. Consider the following:

• Is your team aware of the challenges you’re trying to address with this enablement project? If not, how will you create that awareness effectively?
• Are all key stakeholders aligned on the project’s goals and approach?
• Do you expect resistance to change, or is the team generally bought in? Understanding the current sentiment can help you tailor your approach.
• Have you accounted for potential budget limitations or time management challenges? Develop contingency plans for scaled-back versions of the project if needed.
• Are there potential technical issues with new tools or systems? Work closely with IT to ensure smooth integration.
• How will you maintain engagement and adapt to feedback beyond the initial rollout? Plan for ongoing reinforcement and be prepared to make adjustments based on user feedback and performance data.
• Have you considered how you’ll provide ongoing support and resources? This might include refresher training or establishing a dedicated sales enablement function.

Rev Up Your Sales Engine

By tackling these questions head-on before you kick off your sales enablement project, you’re not just preparing for a smooth ride — you’re tuning the sales machine for peak performance.

Remember, the key to successful enablement lies not just in the quality of your training materials, but in how well you understand and address the unique needs and dynamics of your sales organization.

Questions to Ask Before Starting an Enablement Project
Pablo Penades

Our partnership with SAP has redefined how sales teams work within the SAP Sales and Service Cloud ecosystem. As the only SAP-endorsed sales and revenue enablement app, we’re committed to bringing valuable tools right into the hands of sellers right where they work and right when they need it most.

By embedding Mediafly’s AI-powered coaching and enablement features into SAP, sellers can access real-time content, actionable insights, and guidance, making it easier for them to succeed. 

Our integration with SAP ensures that everything from content delivery to actionable insights is seamless and available within the platforms sales teams are already using.

Hear from Ben Turner, Director of Product Management at Mediafly, about our integration and our upcoming investments.

Real-World Success: How SAP Customers Like SLB and Moen Are Winning

Our customers, including industry leaders like Sealed Air, Moen, and SLB, are already benefiting from this integration. Mediafly enables their sales teams to have access to the right content at the right time, ensuring they are always prepared for the next sales call.

For example, SLB uses the Mediafly integration as an AI-driven assistant, helping their salespeople access up-to-date content and execute at their best without worrying about old files or missing materials. Beyond just content, customers also maintain full control over their brand experience, ensuring consistency across multiple channels.

This integration is also driving increased adoption of Sales and Service Cloud, making it easier for salespeople to stay within the tools they’re already using, while boosting overall productivity.

What’s Next: AI and Digital Sales Rooms to Drive Collaboration and Results

Looking ahead, we’re introducing even more ways for teams to collaborate and perform at their best. One key innovation is the launch of Digital Sales Rooms: a collaborative space for buyers and sellers to engage while tracking the entire context of their discussions and content.

These digital spaces ensure that all stakeholders are informed and aligned throughout the buying journey. Additionally, AI is playing an increasingly crucial role by surfacing relevant content, automating repetitive tasks, and ensuring the accuracy of search results.

Mediafly even allows customers to integrate specific data into their own AI models within SAP, giving them even deeper insights to drive business outcomes.

Ready to Elevate Your Sales Team’s Performance?

World-class teams are already reaping the benefits of the Mediafly and SAP integration.

Want to see how it can transform your own sales process? 

Spend some time with our experts and discover how you can empower your sales team with our AI-powered enablement tools and content solutions.

[VIDEO] From Content to Collaboration: How we’re Shaping Modern Sales with SAP
Pablo Penades

Sales reps, have you ever been here? You’re just barely finishing up a follow up email to a prospect you had a call with earlier today, when you get a notification that you’ve got another meeting coming up in 10 minutes. You’re scrambling to find the right content to present to this specific prospect. You don’t have time to dig through the folders of content. You just need an answer. Fast.

Or marketers, on the receiving side of the endless messages asking “What content should I use for [insert relevant topic]?” You grit your teeth, respond with a smile, and redirect sales reps to the $100,000+ revenue enablement platform you bet your time, budget, and career on.

Wouldn’t it be nice if the revenue enablement platform could find sales content for you?

There’s an industry-wide problem with revenue enablement platforms. 

This

Too often these platforms become dumping grounds for hundreds or thousands of pieces of sales content. Why even bother looking there if it just ends up a glorified shared drive?

At Mediafly, we’re committed to improving the discoverability of sales content. This means sales reps can find relevant content, when they need it, fast. When time is money, improved discoverability leads to enhanced productivity. At the end of the day, that’s more revenue in your pocket.

Introducing AI Search and Sales Content Summaries

That’s why I’m excited to introduce AI Search and Content Summaries to Mediafly. Here’s what’s new…

AI Search: Instantly surface the most relevant content, insights, and resources across your entire revenue enablement platform, ensuring sales teams can quickly find what they need to close deals faster.

Content Summaries: Get concise, AI-generated overviews of key content, allowing sales teams to quickly grasp essential information without reading through lengthy materials. This saves time and boosts efficiency, enabling reps to deliver more targeted and impactful conversations with prospects.

Here’s how it works…

When a seller types a search query (for example, “How to handle objections for Product X”), the AI uses a technology called Natural Language Processing to understand what they are asking. It’s not just looking for exact words; it tries to understand the meaning of the question.

The AI scans through all the content and ranks it based on relevance. It looks for the most important and useful information that answers the seller’s question, prioritizing it by how closely it matches the intent of the search.

Then, the AI presents the most relevant content back to the seller, in a clean, easy-to-navigate format. They can browse the list of results, each complete with a new Content Summary, so the seller knows what it is without having to click into it.

The results are delivered in seconds, saving the seller time and helping them get the information they need to move forward quickly.

According to Steve Richard, SVP of Revenue Enablement at Mediafly, “It’s transformational. I have yet to use it and not find what I was looking for.”

Mediafly’s AI for content management

AI Search and Content Summaries complement Mediafly’s AI Content Tagging and Metadata Dictionary, customer favorites that automate the keywords tagged on content to better power search. AI Content Tagging takes the grunt work of manual keyword tagging – and keeping those keywords updated – off marketing’s plate.

And with Mediafly’s Metadata Thesaurus, admins can make the keywords work for them by setting up a Thesaurus spreadsheet of keywords and their synonyms, and a key of how they map back to the standardized metadata tags set up on content. After uploading the Metadata Thesaurus, any content in the system will use this keyword and synonym map to automatically tag all the metadata fields on your content for you, saving your admins time and ensuring your metadata accuracy on content. 

It’s what makes Mediafly work so well for large enterprise companies who have unique content with technical or industry specific words. According to Alicia M., Resource Coordinator at Cargill, on G2, Mediafly is a “Convenient tool to search for literature pieces for sales and marketing needs. It’s like a Google Search but for my own content.”

AI Search, Content Summaries, and Content Tagging together mean a smoother, easier admin experience for managing sales content and a faster, frictionless end-user experience for discovering sales content.

Mediafly’s AI for revenue enablement

We think about AI at Mediafly differently.

Unlike many other players in the space whose AI speaks to siloed data sets, Mediafly’s platform layer sits across all of your data. That means the same AI foundation can speak to your call recording data, your revenue and pipeline data, your content and enablement data, and your value selling tool data. When it comes to AI, data is power. The more you have, the better insights you will glean, and the better action you can take.

Mediafly’s Artificial Intelligence is…

Secure: Our platform prioritizes top-tier data security, ensuring the protection and privacy of your valuable customer information. No, we won’t train models on customer data. You can trust that your content and whatever you choose to put in it is protected.

Flexible: We provide a highly adaptable system architecture, allowing businesses to maintain full control and customize their solutions to meet specific needs. 

Scalable: Perhaps most importantly, our platform is designed to grow alongside your business and adapt as market demands evolve. This stuff is changing every day. We prepared early so you can prevail later.

And actually intelligent, thanks to the incredible team of engineers, AI product experts, and data scientists at Mediafly who ensure our AI applications work seamlessly for thousands of users across millions of assets. Their dedication to creating cutting-edge solutions drives the intelligence behind our platform, empowering businesses to harness the full potential of AI in real-world scenarios.

We’re really proud of this approach. 

The market hype around AI has led a lot of teams to build before they should, delivering features that aren’t going to scale over time as the models evolve and the security requirements of individual businesses change. With what we’re seeing in the market today, we believe the industry is generally out over its skis. A lot of vendors have released a lot of features. But they’re not necessarily getting adopted. Hype doesn’t equal customer need.

See it in action

AI Search and Content Summaries are available now for Mediafly customers. And if your reps are struggling with content discoverability or marketing is bogged down by content management admin work, let’s talk!

New AI-Powered Features from Mediafly: AI Search and Sales Content Summaries
Jaclyn Fraum

This post in a nutshell:
CPG companies have more sales data points they can manage and understand
Overlooking CPG sales data points like Sales Volume, Store-Level Performance Variations, Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV) is costing millions.
Getting ahead hinges on the ability to translate swaths of data into insights that drive action

Consumer Packaged Goods companies are swimming in a sea of data. From point-of-sale figures to social media sentiment, the sheer volume of information is staggering. But amid this data deluge, many sales teams find themselves struggling to effectively use CPG sales metrics to drive strategy and decision making. 

It’s like having a library full of books in a language you can’t read.

In this article, we dig into how you can translate this wealth of data into a language your sellers can understand and act upon for better customer relationships and overall sales performance.

Humanizing Data for Effective CPG Sales Analytics

Numbers alone don’t tell the whole story. 

Magic happens when we combine the data with good old-fashioned human insight.

Consider this scenario:

Your analytics tool spots a dip in sales for a product. That’s useful information, but reps may have more context behind why that’s happening. Maybe a competitor just launched a major promotion, or a large retailer is renovating its stores. By blending data with real-world insights, you gain a comprehensive view of your market dynamics.

Look how ChatGPT-4o paints that picture.

This is the result of actually prompting ChatGPT 4o to design the exact scenario described above. 5 seconds.

Context matters in CPG sales data

A small uptick in chip sales means something different than the same increase for fancy face creams. Encourage your team to look beyond the numbers and consider:

• Product lifecycle stage: Is this a new product gaining traction, or a mature one holding steady?
• Store performance variations: How does the product perform across different retail environments?
• Seasonal factors: Are there predictable fluctuations based on time of year?

Building a data-friendly culture can be difficult — some may be skeptical about adopting new analytical approaches. But remember, the goal isn’t to replace human judgment with algorithms; it’s to enhance it. Data must work alongside experience and intuition. 

Try these ideas:

• Personalize data training for different learning styles
• Pair data enthusiasts with skeptics for peer-to-peer learning
• Share success stories of team members who’ve embraced a data-driven approach

By making data more human-friendly and integrating it thoughtfully into your sales processes, you’re empowering your team to make smarter decisions.

4 CPG Sales Metrics You Can’t Overlook

So, what KPIs can make or break your CPG sales strategy?

Here’s our list:

• Sales Volume
• Store-Level Performance Variations
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLV)

Sales Volume: More than Just Moving Product

Big sales figures are exciting, but in the CPG world, it’s important to dig deeper. Are you moving more units because your marketing is hitting the mark, or simply because you’ve dropped prices? Understanding the reason makes all the difference.

Tip: Check sales volume alongside profit margins. Sometimes, selling fewer items at a higher price can actually boost your profits.

Why should you care? Because focusing only on how much you sell without knowing why can hurt your bottom line. Grasping the story behind the numbers helps you make smarter decisions and increase profitability.

Store-Level Performance Variations

Many CPG companies miss an opportunity by not digging into individual store performance. 

It’s easier to rely on broad metrics and ignore the small variations that could be hiding big opportunities. 

Take this example: a company selling $1 billion annually might have 10% of its stores underperforming by 20%. That’s $20 million in lost revenue.

Store-level data can show why some products fly off the shelves in one location while struggling in another. Maybe it’s the way products are displayed, the local consumer preferences, or even how well in-store promotions are executed. Understanding these nuances can lead to smart changes that close those performance gaps and recover substantial revenue.

For sales teams, focusing on this data isn’t just about boosting numbers — it’s about becoming more strategic. They can tailor their approaches for each store, running targeted promotions or adjusting inventory based on what works best locally. And the potential payoff is huge.

Why should you care? Because even small tweaks across a handful of stores can add up to millions of dollars in recovered revenue. It turns individual store data into a growth engine—one that improves the overall bottom line by ensuring that every store is performing at its peak. By taking this approach, CPG companies transform underperformance into an opportunity for growth that directly impacts their profitability.

Customer Acquisition Cost (CAC): The Price of Making Friends

In the rush to boost overall sales, many companies overlook a crucial detail: the cost of acquiring each customer. They often don’t distinguish between retailers and end consumers, which can lead to marketing dollars being spent in all the wrong places. This misalignment means they might be targeting low-margin retailers when they should focus on more profitable customer segments.

Let’s put it into perspective. If a company’s Customer Acquisition Cost (CAC) is $100 but they’re directing their marketing efforts toward less profitable areas, they could be overspending by 10%. On a $500 million marketing budget, that’s a whopping $50 million wasted ($500 million * 10% = $50 million). Imagine reallocating that chunk of change to target high-margin customers instead — it could significantly boost profits without increasing budget.

Why should you care? Because knowing where your money goes is half the battle. By analyzing and optimizing CAC, companies can ensure they’re investing in the right places. It’s about making smarter choices that turn potential waste into substantial gains, ultimately driving profitability and growth without extra spending.

Customer Lifetime Value (CLV): Playing the Long Game

Many CPG companies face the challenge of attracting two kinds of customers: retailers and end consumers. Knowing how much it costs to bring each on board is crucial. Are you spending too much time and money courting big retailers? Maybe your consumer marketing could use a boost.

While focusing on short-term sales spikes, many companies overlook the long-term profitability of their customers. They forget about Customer Lifetime Value (CLV), which tracks how much a customer is worth over their entire relationship with your brand.

Think about this: a large CPG company serves 10 million customers annually, each generating $500 in revenue. If they fail to retain even 1% of these customers, that’s a $50 million loss in future earnings (10 million customers * 1% * $500 = $50 million). Ignoring CLV isn’t just missing out on immediate sales — it’s risking long-term brand loyalty, potentially costing hundreds of millions over time.

Again, why should you care?Because keeping customers coming back isn’t just a nice-to-have — it’s a game-changer for long-term success. By paying attention to both the cost of acquiring customers and their lifetime value, companies can make smarter investments that boost both sales and loyalty. Small gains in customer retention can add up to massive benefits down the line.

From Insight to Action

Now that you’ve got the insights you need, it’s time to put them to work. Revenue enablement platforms like Mediafly are powerful tools for making your sales team more efficient and productive. Here’s how revenue enablement solutions can help CPG sales teams:

• Connect data with people (sellers, buyers) and assets (content). Replace scattered spreadsheets and disjointed databases. Revenue enablement platforms integrate with other systems like SAP or Salesforce to bring all your data under one roof. Sales figures, customer interactions, market trends — it’s all there at your fingertips.
• Understand what works. Content analytics tools within revenue enablement solutions track how sales materials perform in real-world scenarios. See which product brochures are leading to more sales, whether digital catalogs are engaging buyers effectively, and much more.
• Move forward with confidence. Yesterday’s data is old news. Revenue enablement platforms offer real-time analytics, allowing your team to make informed decisions on the spot. Imagine walking into a meeting armed with up-to-the-minute sales data and trend analysis.
• Tailor your decks while staying on brand. Your sales content needs to be as diverse as your product line. Revenue enablement platforms offer smart content management, ensuring your team always has relevant, up to date, and on brand materials at hand.

Empower Your CPG Sales Team

Success in CPG hinges on your ability to turn product and consumer information into action. Humanize your data, focus on key metrics like sales volume and customer acquisition cost, and leverage revenue enablement technologies to shift your sales approach from reactive to proactive. 

The insights we’ve shared here are just the beginning. To dive deeper, download our guide, “How CPG Brands Can Win in a New Era of B2B Sales” and set your sellers up to thrive.

CPG Sales Data You’re Ignoring—and How It’s Costing You Millions
Pablo Penades

What a day we had at the SAP CX Live Watch Party in Leuven! For those who couldn’t make it, or if you just want to relive the highlights, we’ve got you covered. 

Let’s dive into what made this event at the historic De Hoorn brewery so special.

The Perfect Blend of History and Innovation

First off, the venue. 

De Hoorn isn’t just any building—it’s the birthplace of Stella Artois, over a century old and oozing with brewing heritage. Celebrating the 101st anniversary of its reconstruction, De Hoorn was the ideal backdrop for our gathering.

It beautifully symbolized how tradition and innovation can come together, much like what we’re aiming for in the world of customer experience (CX).

Event Highlights

A Warm Welcome & Roundtable Magic with Industry Pioneers

After a warm welcome, we kicked things off with a dynamic panel discussion featuring:

• Geert Leeman, Global Chief Revenue Officer, CX at SAP
• John Heald, Global VP, CX Core CRM & Customer Data at SAP
• Sophie Crepin, Global Solution Champion for SAP Sales and Service Cloud at SAP
• Tony Kavadas, Chief Partner Officer at Mediafly
• Simon Depuydt, Sales & Business Development at delaware BeLux

These folks didn’t hold back! 

The conversation flowed effortlessly, and explored the latest trends in AI Integration, data management, and intelligent sales, and how technology is reshaping customer relationships.

Sophie’s take on AI in customer service

Sophie underscored the necessity of initiating AI projects with precise, impactful use cases that align with business objectives. She stressed the importance of quality data and efficient processes, advocating for a gradual implementation. In her view, AI should empower people—boosting productivity and allowing them to engage in more valuable, meaningful work.

“When starting with AI, make sure you have a clear use case that solves your challenges and helps you reach your business goals. Data quality and process automation are key. Start small—crawl, walk, run. And don’t forget, AI is for people. It’s about working faster and better, enhancing jobs rather than replacing them.”

She mentioned a Belgian company that successfully implemented AI—not to cut jobs but to free up their team to focus on more meaningful tasks.

Tony Kavadas speaks about “efficiency gains”

Tony Kavadas, our very own Chief Partner Officer here at Mediafly, emphasized the importance of thoughtful investment in AI. He observed that while regions in the East are rapidly adopting AI to boost efficiency, we should be strategic in our approach. By automating suitable processes, organizations can free up their teams to tackle more critical tasks and foster better customer relationships. On his own words:

“Regions like the East are adopting AI rapidly for efficiency gains. We should definitely invest, but it’s crucial to automate processes thoughtfully. This allows teams to work on more important tasks and spend more time with customers.”

Customer Spotlight: Spadel Group

Right after the roundtable, we heard from the folks at delaware about Spadel Group, the family-owned company behind Bru and Spa mineral water brands. 

Simon Depuydt shared how implementing SAP Sales Cloud has transformed their sales operations, boosting efficiency and impact. Simon shared the processes they follow at delaware and the goals they were pursuing:

“The main takeaway was really to give Spadel and their salespeople more efficiency—to make them more present at the stores so they can really see how stores are performing and improve store performance. They use the SAP Sales Cloud solution to make sure their products get sold everywhere very well.”

Time to Mingle and Connections Kindle

We took a break to enjoy some of De Hoorn’s finest—Stella Artois, specialty beers, wines, and a spread of delicious snacks. It was the perfect chance to network, exchange ideas, and maybe even make a few new friends and get ready for the  SAP Customer Experience LIVE Livestream.

3, 2, 1… CX LIVE Livestream!

We tuned into the SAP Customer Experience LIVE 2024 livestream. Key takeaways included:

• Generative AI and SAP CX: How they’re teaming up to improve customer experiences.
• Integration is Key: Unlocking the full potential of SAP solutions through integrated SAP CX and SAP ERP.
• Peer Insights: Gaining valuable perspectives on AI-powered innovations and growth strategies.

You can watch the full recording here

Evening Wrap-Up

Post-event, we caught up with John Heald, who shared his enthusiasm:

“I thought it was a great event in a great location. The people, the conversations—we had a fantastic mix. The announcements made by Ritu and the team were fantastic. Customer stories were inspiring. I’m just looking forward to doing this again next year!”

We wrapped things up with more networking from. The atmosphere was electric—glasses clinking, laughter filling the air, and some business cards swapping hands as expected.

It’s moments like these that remind us of the value of coming together.

So… why this event rocked

• Live CX Innovations: We got a firsthand look at the latest tools and strategies shaping our industry.
• Expert Advice on AI: Practical tips and insights on starting or enhancing AI initiatives.
• Networking Galore: Building meaningful connections with industry peers.
• Inspiring Venue: De Hoorn added that extra touch of magic, blending our rich past with an exciting future.

Can’t Forget the Brews!

What’s a visit to De Hoorn without indulging in some stellar (pun intended) brews? Raising a glass of Stella Artois in the very place it was born was a highlight for many of us.

Looking Forward

The SAP CX Live Watch Party was more than just an event—it was a gathering of minds eager to push the boundaries of what’s possible in customer experience. With insights from leaders like Geert, Sophie, Tony, and John, we’re all better equipped to navigate the evolving landscape of AI and intelligent sales.

As Geert said:

“Systems will help users rather than users helping systems. That’s the power of bringing together all customer interactions.”

And Sophie’s reminder hits home:

“AI is for people. It’s about working faster and better, making everyone and every process better.”

Missed Out? We’ve Got You Covered

If you couldn’t join us, don’t worry! You can catch all the action by watching the full recording of SAP Customer Experience LIVE 2024. 

Trust us, it’s worth it.

Regarding Mediafly, join us to the CX Live Amsterdam next November 24th, 2024. Join us if you’re in Amsterdam.

A big thank you to everyone who attended, presented, and made this event unforgettable! We’re already buzzing with ideas for next year and can’t wait to see you all again.

Celebrating Innovation and Tradition at the SAP CX Live Watch Party in Leuven
Pablo Penades