Crushing your Content Management Priorities in 2024

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Lindsey Tishgart: Just a quick note to everyone who’s joining. So I’m entering one of the most popular questions. Yes, we are recording. If you do have to jump, or you want to share some of the conversation with your colleagues, we’ll be sending this out after the fact.

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Lindsey Tishgart: Also feel free to drop in questions in the QA. Our job is, you know, our goal here today is to give you much actionable advice, thoughts, plans that you can go take back and apply to your role. So we’ve got some great content lined up. But we would love to really dial this up for for your questions, and

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Lindsey Tishgart: get you rolling.

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Lindsey Tishgart: Seen some familiar names, too, joining, so excited to have

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Lindsey Tishgart: you all here today.

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Lindsey Tishgart: Give it about one more minute and then pick things off

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Lindsey Tishgart: alright. I think everybody is trickling in, so I’m sure we’ll have more people joining today. But let’s go ahead and get going and make sure we make good use of your time appreciate everyone joining today. We’ve got great session lined up. So I wanna

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Lindsey Tishgart: yeah, thanks for taking your time. I’m Lindsay Tesgard and the Cmo here at Media Fly. I lead our marketing efforts and love content started my career this way way back to, you know. Essentially, when I think I had my first opportunity to draw color right, all of it. But one of my, you know

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Lindsey Tishgart: anyone who’s worked with me or knows. I’m really very clear about the fact that content goes both ways. Communication. And you know, you can’t just be throwing the content out there, you somebody actually has to receive it. So today we’re gonna spend a lot of time talking about how we make sure that those messages, the content, whether it’s in the conversation after the conversation prior to the conversation, is actually being received in the way that you wanted to. And how do you set your sellers up to me?

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Lindsey Tishgart: That’s successful. So we’ll kick things off for those of you who don’t know Zoetes if you have a pet, you’ve likely been a Zoetus customer, so so it sells into veterinarians and other providers. A lot of the pet medicines and everything that you need to take care of those very features. So let’s kick things off with a little bit of a themed pull.

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Lindsey Tishgart: See if we can pop this up. So how much do you spend each holiday season and presence for your pets. Go ahead and

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Lindsey Tishgart: share those

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Lindsey Tishgart: see what we have here.

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Lindsey Tishgart: And sadly, I can’t vote

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Lindsey Tishgart: but I do have a blind dog at home. Who probably

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Lindsey Tishgart: shouldn’t see the results of this poll. I my thoughts here.

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Lindsey Tishgart: Alright, let’s see what we got.

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Lindsey Tishgart: Matt. Can you do?

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Lindsey Tishgart: That’s a favor, and should be a sharing. There we go. Oh, very split. Okay.

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Lindsey Tishgart: only a small percentage who’s embarrassed. So it looks like we’re all spending clean the dollars where we where we have them. So let me go ahead and introduce our guests here today, and you can tell us where you fit on that spectrum.

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Lindsey Tishgart: like to go ahead and kick it off. We’ve got one of our guest speakers, Peter Austro, who is Vp. Of research at Forrester and Matt Co. From Zoeta. So, Matt, I’m gonna pass it over to you. Would you give the you know our audience a really quick high level who you are and what you spend on your cat and dog. And also, you know, key thoughts around content that you’re excited to explore today.

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Matt Koch: Yeah, no, no problem, Lindsay. I’ll just count you with the I’m embarrassed to tell you category. And if it’s any indication both animals have a advent calendar. That’s the so. We have some fun with it. But good afternoon, everybody. It’s great to be on the call today. My name is Matt Coz Lindsay, and mentioned, I lead our inside and digital sales team at Zoetus. We are the world’s leader and animal health

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Matt Koch: and was really excited to join this topic today, because this is just such a relevant and pertinent topic about content and excited to share with you a little bit about what we’re doing, but a lot about what we’re thinking and how we’re thinking about content right now, and really been partnering with media fly to kind of come up with some of these solutions, so really excited to get into the conversation today.

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Lindsey Tishgart: Great thanks, Matt and Peter over to you.

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Peter Ostrow: Thanks, Lindsay and Matt. Say, hey, folks, I’m Peter Rostro. I’m part of the revenue enablement research team here at Forrester Research. So we obviously cover all sorts of best practices and data sourcing and guidance and predictions around revenue, enablement, content, and all related pieces there.

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Peter Ostrow: Our pet scenario is that for the holidays it’s a little complicated. We’re probably spending in that 75 to 100 range on

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Peter Ostrow: 3 pets of our children. So that’s 2 cats and a dog. We actually have 3 little teeny lionhead money rabbits in our possession. Lindsay knows the back story behind that, so they’re very, very cute, but they’re not really. I wouldn’t say they’re as emotionally expressive or appreciative as dogs and cats and whatnot. So they get treats all the time, but probably nothing special for the holidays, unfortunately. But they’re they’re pretty cute, and you know, hit me up directly, and I’ll send you some photos.

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Lindsey Tishgart: No, there we go alright, so let’s dive into that. Say, we’ll we’ll put the bunnies aside for a little bit, and we’ll jump into the the core meet here. So I know. You know we’ve all heard the Anna notes. Sales is harder than ever. Sellers have less time with buyers, and as a result, content needs to do the selling when you’re not in the room or on the zoom.

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Lindsey Tishgart: you know a lot of this boils down to how do we actually make sure that we get above the noise and capture attention. So we did some research recently on the state of revenue enablement, and we highlighted some of the top trends in content. And some of this may, you know, sound familiar to those of you. Listening. But really, we’re looking at 80% of buyers or saying it’s important to receive content in each buying stage.

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Lindsey Tishgart: So as we kick off, you know, I’m gonna throw one more poll question out to you. What do you view as the top challenge in content management today.

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Lindsey Tishgart: Put that up for you, and we’ll give it about 30 s to get responses.

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Lindsey Tishgart: Don’t think I’m seeing the poll yet, Matt, can you? Just to clarify for the audience, too? We’ve got

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Lindsey Tishgart: somebody else on our team who is a Matt. So not not not Michael, who’s jumping in here?

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Lindsey Tishgart: Let’s give it about 10 s.

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Lindsey Tishgart: Alright! Let’s see the results here.

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Lindsey Tishgart: Alright, looks like a lot of people struggling with sellers, creating and personalizing their own content. Alright, that’s definitely a topic Matt. We talked about that earlier that I know

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Lindsey Tishgart: we wanna be careful about and not understanding what content works best when. So that’s another piece that great we’ve prepared for. So we’ll we’ll cover. We’ll hit on content governance as well. And I think that ties into the sales content. Outdating? Looks like the brand’s not as have a topic for today’s discussion. So we make sure that we feed this into what you all wanna hear about. So let’s get going. Kicking it off to the roundtable. So

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Lindsey Tishgart: you know, one of the biggest challenges that I’ve heard when I talk to our customers in the market, and it’s something that I’ve also faced in our career. Marketer marketing gets told all the time. Can you create this kind of content? And then it’s never used. How do we actually get that content to the right person? And it’s definitely not a one. Size fits all. And I think, Matt, you’re coming at this from an interesting perspective, because you, you know, your team has content, and you’re selling into a lot of different providers.

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Lindsey Tishgart: The people who are looking to support large animals and small animals. You’ve got a lot of, you know, different needs there. So in preparing for this webinar, you talked about digital selling at. So Edis and you know how

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Lindsey Tishgart: buyers are more interested and they’re more willing to be a part of a say, digital sales cycle, if you can make the experience really compelling and make it more like in person can. You know you talked to everybody a little bit about what you’ve seen there, and how you’re doing that within your team.

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Matt Koch: Yeah, you bet. Let’s do. So, you know, W, one of our pursuits, you know, with with leading and inside sales teams again. Ours, we we call our team an inside and digital sales team kind of intentionally right to really leverage that digital channel with our customers

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Matt Koch: is is trying to, you know, solve this problem, create engaging content. And what Lindsay was referring to was, you know, we we kind of get a bunch of different data and studies that were done in this particular one was done by Mckinsey, where he looked at some Pre. And post Covid sentiment from from buyers right? And this was in the healthcare field. And so

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Matt Koch: you know, we we know that over Covid, a lot of customers adapted to these new digital channels because those were the only channels they had. And so what we wanted to really tap into is, is, how do we make sure that they still stay comfortable with those channels and the resounding feedback? Was we like them. We just want to make sure that they feel more personal. They’re more personalized both in the interactions. That’s a technology problem, right that we’re trying to solve

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Matt Koch: through with zooms and chats and things like that, to kind of avoid the zoom fatigue. But then, also in the Free and post call content that we’re providing those customers, you know, when you’re when you’re in person with the customer, you can kind of listen and then provide content to them.

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Matt Koch: And I think what a lot of our buyers got accustomed to is this just kind of sprayed approach where you just send a bunch of content out. You kind of pray that people click on it and open it. And then somehow, that’s an engagement pathway to get into that customer. And we do do a bit of that, but it is in that journey that we’re really trying to refine. So you know, one of the tools that we leverage is one of the media fly platforms that allows us to listen to calls

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Matt Koch: to really understand what is the customer saying, and and we actively coach our teams to turn on that active listening skills to understand, if you have a choice of maybe 7 or 8 pieces of content that you’re providing that customer. Are you aligning that, content with what that customers need is, are you really listening? And then tailoring that content? And then your corresponding message to that?

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Matt Koch: So so what we’re doing is we’re leveraging a bunch of different things to do that. But a lot of it is on the on the back side of it is is the coaching and just kind of going back listening to that phone call coaching those active listening skills and then ensuring that our digital sellers are then providing that, content to to hopefully create that more in-person feeling. And then what we’re finding from that is that the engagement from that.

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Matt Koch: that content is really really telling right like, if the customer is engaging with what you set them in a in a significantly different way, which is what we’re seeing. Then, you know. Obviously, that content is more tailored and more specific to them. And then where we’re seeing a lack of engagement, we’re kind of kind of measuring that we’re assessing it to maybe that the content wasn’t as relevant or tailored after that initial conversation. So those are. Those are kind of 2 of the approaches we’re taking.

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Matt Koch: How we’re thinking about it. Moving forward, Lindsay is. You know, we’re really exploring, as I assume, a lot of others on this call. Here is, how do you start to measure things like sentiment on, on content? How do you start to measure? You know where people go in that content? Are they just opening it? Or are they going through the content in terms of looking at multiple pages or watching videos? How long are they spending on the content. That’s what we’re thinking and starting to explore. And I think that’s where really some of this stuff gets exciting for our buyers.

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Lindsey Tishgart: Yeah, I like that. We did a lot of that on our side, too, which is tracking great. You sent this great piece of content, you know that they opened it. But what if they ignored the first 6 pages and went straight to the pricing page? Right? You know that that buyer is thinking very economically, and they’re focused more on the dollar. Then they are some of the platform. How does? Or some of the product? The features? How do you go? Drive that next discussion using that, or if they spent a certain amount of time on one use case but ignored the other used cases.

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Lindsey Tishgart: You start to understand how that conversation that next step. What resonated with them? So Peter, I know you’re researching this all the time, and you’re talking to a lot of different companies. How would you say you know, what challenges are you saying people are facing, and how are they looking at? Addressing it.

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Peter Ostrow: Lindsey Matt just said something pretty interesting. He talked about. You know, not just the opening or clicking on various artifacts, but

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Peter Ostrow: at a deeper level. What happens beyond that click? Beyond that open you know, and maybe we’ll get probably to sort of the more technical aspect of our conversation in a couple of rounds of our round table. But I think there’s there’s certainly the the need to know what’s working and what’s not working at the end of the day that I think populates all of our thinking when we deal with content conundrums.

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Peter Ostrow: The bad news is what we saw in the poll, which is that a lot of folks are going rogue but when folks go rogue, we should pay attention to why they’re doing it. It probably means a your content is perfectly fine. But maybe it’s just miss timed in terms of the delivery

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Peter Ostrow: to the internal sellers, the internal customers who are your audience? Basically or maybe it’s just not properly accessible to them. Or maybe it’s not. In the moment your previous slide talked about, you know, content attributes. I think, another one that I would add to that would be timely. We talk a lot about activity based revenue enable it meaning, instead of asking our customer facing folks, sellers and other roles to go and find what they need when they think they need it. Let’s promote and push to them what we

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Peter Ostrow: are pretty sure through educated guesswork they’re likely to benefit from at the moment that matters, which is where they are at a trigger point in their opportunity. But it’s that guest work which is really the AI piece replaced by the Ml component that most of the solutions today now offer where we don’t just guess it. What’s working. But we know what’s working.

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Peter Ostrow: So if the you know, if the adoption is a problem, if the going rogue is a problem if folks are personalizing too much. And Matt said, people, you know, audience members want buyers want personalized content. Then it’s up to us as enablers and content and creators and distributors to to meet that challenge. So again, if the adoption or utilization isn’t great.

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Peter Ostrow: your stuff is good, but it’s just inaccessible to them. Wrong time, wrong place. Your stuff is great, but it’s just not communicated. Very well, or

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Peter Ostrow: Heaven forbid! Maybe your stuff’s not great, and that’s where the whole concept of making sure that we’re communicating with our constituents, and understanding whether what we create for them is helpful is not helpful. Little bit of sales advocacy injected into the situation. There.

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Lindsey Tishgart: I like where you’re going right now, and I’m not. Throw this one out, you we don’t necessarily prep for this, but it’s the end of the year. Right? People have a couple of weeks left. So what you just hit on is sales advocacy, and is the content actually solving what people need. So everybody wants to believe their content perfect. What’s do you have recommendations on what someone could go do in terms of surveying their constituents and say, you know, what are the top? 3 questions you would ask?

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Lindsey Tishgart: to go check this and say, Hey, are we in good shape with what we have right now, as we’re rounding out the year. What do we need to be thinking about?

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Peter Ostrow: Yes, sales advocacy is all about listening. Look, we’re all in sales. We’re all in the business, or if we’re an analyst for the business of talking some days, it feels like I get paid by the word but we all know, and we were all instructed. If we had good managers of us as sellers to sometimes use less. Of this we were only given one and more of this because we were given 2 of those and 2 of those

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Peter Ostrow: sales. Advocacy is about leveraging things like conciergees and councils and coaches to actually derive insights from

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Peter Ostrow: ideation, from feedback, from the folks who are our internal customers. You know we all have external net promoter score initiatives. We all have customer advisory boards, but not all organizations have a sales Advisory council. So whether it’s through councils or surveys, or just passing by someone in the hallway or at the end of a zoom call, making sure that we’re understanding.

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Peter Ostrow: Do you like what I did for you? Is it helpful what I’ve done for you

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Peter Ostrow: is what I’ve done for you and created for you, provided to you in a way that’s helpful to you. We don’t wanna over survey our sellers and take precious selling time away from them to take too many surveys. But there’s lots of ways on the scale of very informal to super formal to basically ask the customer, Are you happy? And if we just do that ground level activity, but actually probably have a lot better opportunity to stop missing with some of the content and start hitting with it. It also requires, I think, Lindsay, and you know you alluded to this

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Peter Ostrow: some humility among us as content creators and distributors and managers.

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Peter Ostrow: If you’re a professional baseball player, you’re in the Hall of Fame. If you fail, only 2 thirds of the time we’ve got to be willing to admit that we’re gonna create some real duds. And we’re gonna have some artifacts, if not entire campaigns that look great on paper, but just don’t get executed. Well, we’ll actually earn a lot more credibility from folks, and probably a lot less disdain, and perhaps even more adoption. If we take that approach.

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Lindsey Tishgart: I like it. So we’re going after batting averages and not weather forecast predictions. Meteorologist accuracy. So sounds good. Let’s let’s shift a little bit because we’ve we’ve actually got a setup here about. And the data driven insights. And this was one of the responses on the survey that people don’t have a lot of insights to understand what’s actually working for them. And, don’t you know, have that perspective? So I think

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Lindsey Tishgart: you know, with fires being flush with content, and so much of the research happening before the conversation, and even gets to the seller all the digital research that people are doing. That means every interaction that you have with the seller. Is that much more meaningful? You don’t have as many go back to baseball analogy. You don’t have any as many at bats. You need to make everyone count. So

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Lindsey Tishgart: you know, how are you tracking when we look at the insights. What insights do you think? Matter? What would you love to know whether you have it today or you’re exploring it for next year? What data signals do you feel like? And I’m gonna toss this over to you, Matt, or really influential I think you’ve talked about some of the great conversation. That you’re looking at, and so be

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Lindsey Tishgart: great to share there.

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Matt Koch: Yeah, thi, this is a really exciting topic. And what we’re we’re focusing a lot on like, I’ll I’ll frame it this way. The area that that we focus on with our sellers, or what we call our next best actions or Nbas, and and what forms those Mbas right? And so where our evolution in this journey is that you know, we started out with just revenue data like a lot of us have and did something. Button. Did somebody buy something? Did they not buy somebody? And you know that is a digital signal that that we follow up on.

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Matt Koch: Then when you enrich that data with things like conversation analytics again, we we leverage that platform that then makes you know the sentiment there like, was there a reason they didn’t buy? Or was there a reason that they did buy it?

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Matt Koch: Then you start to add, in all of these other sources of content which makes this data so much more valuable to our sellers like, did they engage with a website? If they did, where did they go on the website. And then you start building this journey out, which is what we’re doing with our customers right now and then saying, Okay, well, they they did or didn’t buy this. We we heard this on the phone call. They went to this web page.

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Matt Koch: send them this personalized content, right? Like we were just talking about. And all of this starts to create this really robust buying journey that informs the seller. Of what do I talk about? When do I talk about it. Where do I pick the last conversation up on this next one?

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Matt Koch: And what we’re finding is is that when we, when we feed all of this information in that our probability or to your point, you’re at that percentage just becomes so much higher because your sellers are now informed.

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Matt Koch: And not all of the informed. You know what what one of the things that that we measure is

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Matt Koch: from an inside sales perspective kind of engagement, or like a kind of fundamental like talk time, right? And when you’re bringing relevant information to a customer that the relevance is being driven by their engagement with either your content, or your products or your conversation. They’re much more willing to talk to you right? And they have these better conversations. They’re more in depth. You’re uncovering more

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Matt Koch: more opportunities to sell, more problems to solve and ultimately selling more product. So you know, it is really, we think that the the secret sauce is how you put these signals together to really build that, you know, for, like better term, kind of lead scoring, if you will, on that custom. But the more data points you have, certainly the more robust it is.

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Lindsey Tishgart: Yeah, we like to refer to that. We call it an energy score. We bounce through all the different engagement where it is a fit. But ultimately we feel like, is the energy up, or the right attributes showing? Are they how do we calculate that. And I think with every company it’s a little bit different. You know what works for your brand and and it can also be different per audiences. What you’re

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Lindsey Tishgart: selling into large animals might you know that sales cycle might be different than what you’re selling into the vets that support smaller animals. So Peter, is this a data and signals? Hot topic that you hear from people? And what are they hungry for? What are you counseling your clients

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Peter Ostrow: absolutely. It’s kind of a cool moment right now, because

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Peter Ostrow: not to sound all you know big analyst philosophical about it, Lindsey. But I feel like, especially with some of the capabilities that AI is introduced, not just the generative piece which is making all the headlines for the last year, but overall the opportunity to be smarter about our signal gathering and then actioning those signals is as strong as it’s ever been. You know, we we understand a lot of analytics

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Peter Ostrow: about our content.

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Peter Ostrow: What happened to it was it opened? How long was each particular element opened? Who was it forwarded to.

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Peter Ostrow: you know, when when organizations are able to tightly link that first set of signals into their Crm data. It’s great because you can add to your buying group members. You have just got a better view of the of the opportunity. Through that number one lens the number 2 lens that enablement professionals have in front of them is also all of the seller activity, meaning, you know, as Matt said, the conversation or other types of biometric intelligence, that we’re getting information

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and on

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Peter Ostrow: but also as a subset of that number to the learning and development. You know, a sellers going through and accessing learning exercises, learning pads, courseware being certified, being assessed on their skills. That’s a second major source of data. In addition to the content data, both of those tend to be about the specific opportunity that I’m working right now as a seller.

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Peter Ostrow: But now, suddenly, we have this other triangulation, which is this third leg of the stool, which is the intelligence not just about my deal through the seller lens and through the buyer content lens, but also through this wider lens of hundreds or thousands of other deals that my company has done that look and smell like my deal.

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Peter Ostrow: So the opportunity to basically, you know, long before anybody knew about generative AI, when when Alexa and Siri first came out. We used to write blogs and joke about hey, siri, how do I close this deal? Guess what

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Peter Ostrow: you know? That was futuristic at the time, and we’re getting a lot closer to that at the moment. And, in fact, with a generative piece that you know, many of these AI capabilities have, including yours. Right now we’re kind of pretty close to the point where, hey, Alexa? Tell me how to close this deal, or Hey, siri? Which of my appointments this week is most likely to result in, or which of my team members is modeling the behavior that the rest of the team members need to replicate.

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Peter Ostrow: or you know which of my assets are working because they represent the right product. Mix, or, you know, shorter sales, cycles. Those are becoming closer and closer to reality. So I think the approach of thinking about it through signals

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Peter Ostrow: is a great one.

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Lindsey Tishgart: I like it, and I think that the serious conversation is interesting, because what we’re also seeing are people asking the alternative right? Which of these deals are not gonna close? Which of these deals should I stop working if we think about our sellers? The most precious time they have? I mean, the most precious resource we have is their time right? If they’re sitting there chasing after opportunities that are showing all the wrong signals. And they’re still spending their day.

00:26:18.800 –> 00:26:45.490
Lindsey Tishgart: Or they’re telling their manager. This is gonna close. I’m gonna forecast this. I’ve committed this opportunity. And then it’s showing all the wrong signals. And in Matt’s case they’re able to go back and listen to the conversations and understand that you know they’re either talking a lot about a competitor. They’re delaying their cancelling calls or pushing back on certain aspects. How do we take all that into an account, too, to make sure. Ultimately, we’re spending time in the right places.

00:26:46.240 –> 00:26:47.020
Peter Ostrow: Yes.

00:26:47.140 –> 00:26:58.329
Lindsey Tishgart: I think it’s a nice segue. We’re gonna jump into governance here. But actually, I’d love to skip ahead and go to generative AI because Matt and his team I always like to look at.

00:26:58.330 –> 00:27:19.880
Lindsey Tishgart: You know, maturity curves, and I would say that Matt and his team are ahead of the curve here on some of the stuff that you’re doing with a generative AI and what you’re looking to roll out in the next year, and I know it’s can’t have a conversation. Can’t have a webinar without touching on it, so love to jump ahead. And how do you share Matt a little bit about what your teams doing and what you’re learning along the way.

00:27:20.520 –> 00:27:43.359
Matt Koch: Yeah, it’s it’s it’s Peters to just kind of set as well. It’s kind of these really exciting moment in time that you know, we’ve got all of these articles and insights about generative AI, and and what you’re doing with them, and I feel really fortunate to be able to be at an organization who’s leading into it heavily and quickly early in this journey. So a couple of real, exciting use cases that that we’re working on is.

00:27:43.360 –> 00:28:07.329
Matt Koch: you know, really started with, you know, one of the products that we’re leveraging from media fly which listens to calls and conversation analytics. And one of the ideas we as like. What could we do if we were able to take that at scale and tap into sentiment and ideas and things like that. And that kind of led to our pursuit down this gene AI path to the one. The one use case that we’re jus just finished up recently was that

00:28:07.330 –> 00:28:27.730
Matt Koch: just at a minimum of creating efficiency across the team. So as we’re listening to call generative AI platform that we’re using can listen and transcribe the calls, but then even go farther than that to summarize the conversations, then pull out of that conversation common sentiments across products a little bit earlier, right? We were talking about

00:28:27.730 –> 00:28:52.610
Matt Koch: content that we’re giving to customers like. Wouldn’t it be great if if you had a platform that could listen to all of these conversations and make recommendations on how you should adjust your content. That’s one of the things we’re doing. If they’re right now, based on what customers are responding to, or how they’re talking about it, or you know, with those conversations, right? So it gives you real kind of customer insight where previously you’d have to go out and do like kind of a

00:28:52.610 –> 00:29:00.390
market research and poll customers while we’re getting actual feedback from these calls, and the generative AI platform is, is helping us summarize it.

00:29:00.390 –> 00:29:07.649
Matt Koch: Another thing that we’re doing with it is is we’re taking those same kind of calls, but we’re putting a different lens on it as opposed to

00:29:07.970 –> 00:29:23.070
Matt Koch: you know, just kind of summarizing for internal purposes. We’re we’re summarizing those conversations for external purposes. So again, we’re we’re we’re about halfway through the journey right now, but one at the most basic level of summarizing the conversation for

00:29:23.070 –> 00:29:47.929
Matt Koch: an email for an outbound facing customers. But then, what we’re really working on right now is that the generative AI platform can pick up on keywords or searches and go grab content. That now is personalized to that conversation. Right? So we kind of take that if you will, a little bit out of the sellers, hands that have to really be thinking through that. But the generative AI platform can say, Oh, this might be insightful to that customer

00:29:47.930 –> 00:30:10.460
Matt Koch: based on what they said and go grab it. Ultimately our seller has the opportunity to be able to look at it, review it before they send it. But these 2 use cases that we got so far had really produced some really exciting results that were starting to apply. And then you keep expanding and expanding on all these different capabilities, like one of the things that we’re reading in our article recently said, every time you kind of introduce a new

00:30:10.460 –> 00:30:24.870
Matt Koch: technology or concept to the team, you get like at least 2 or 3 different things you weren’t anticipating from it. And there’s 2 or 3 things are now creating new use cases and new ideas. So again, really, really exciting time of tapping into these.

00:30:25.820 –> 00:30:47.209
Lindsey Tishgart: That’s great, Matt. We got a question while you’re talking, cause I think, everyone, this might take it’s own little side conversation. But Anthony wanted to understand. Are you referring to communication mining to capture the customer, and by our sentiment and creating automation to support it. So maybe you can elaborate a little bit there. But I think that’s you know, absolutely where you’re headed.

00:30:47.230 –> 00:31:15.409
Matt Koch: Yeah, it it probably goes down a little bit of a, a, a technology path. That’s not my. We all have. To. My, my basic understanding is, there’s there’s a couple of different applications that are out there in the in the marketplace today. And and the one that that we’re tapping into is it basically transcribes the entire conversation based on some triggers that we set right. You don’t want to transcribe every conversations you want to transcribe the meaningful ones.

00:31:15.410 –> 00:31:38.689
Matt Koch: and then from there, what we’ve been doing is this iterative process of training it to then summarize it the right way, right? Like one of the things that we found early on is that what’s important to our inside sales team might be slightly less important to our field sales team based on the products that you’re talking about. Right? So there’s this kind of training process that you still have to go through to mind those insights.

00:31:38.690 –> 00:32:03.469
Matt Koch: And then you kind of keep seeing. Okay, what is it surfacing? And that same thing with content right? Like it understands at the basic level what you want it to do, and depending on what it goes and grads you have to train it to say, well, that’s close, but that’s not exactly it. So there’s this this process that we’ve been going through. And I, you know I should really say, give credit to. You’ve just got an incredible technical team that’s helping us through that process and really working with the team to do

00:32:03.470 –> 00:32:05.609
do that. So very, very exciting.

00:32:06.160 –> 00:32:35.740
Lindsey Tishgart: Great. Yeah, I think one of the areas that’s interesting. There, too, is. Some of our customers are. We’re really talking to them about, you know, using generative AI to start to write that email back. So we heard the conversation. We’ve seen the emails that have come across. We’ve seen the exchanges, the lack of response, the response, how do we use generative AI to write up that conversation, then prescribe the right content there, and you know, taking into account what the persona is, what the industry, what their previous actions are. There’s a lot of

00:32:35.740 –> 00:32:46.050
Lindsey Tishgart: elements to that, and I think one of the keys is making sure that all your data is sitting in the right place. To begin with, right? So if you have your conversation data sitting somewhere. If your email data sitting somewhere else.

00:32:46.050 –> 00:33:08.239
Lindsey Tishgart: your content engagement set somewhere else. Your whole account. History is sitting in your Crm and they’re not connected. Then you’re gonna struggle with generative AI. So I would say one of the tips that I would pass on to our audiences. If you are exploring generative AI use cases over the next year, and you’re looking at that as part of your 2024 and game plan is to make sure that you

00:33:08.550 –> 00:33:17.860
Lindsey Tishgart: what the data that you want to pull from is actually all captured and living in same same land. So Peter, I don’t know if you have anything

00:33:17.940 –> 00:33:27.830
Lindsey Tishgart: to add to the

00:33:27.880 –> 00:33:35.929
Lindsey Tishgart: I think likes to say a full with the tool is still a full. Did I capture that? Right? So it’s making sure that we’re all

00:33:35.940 –> 00:33:44.859
Lindsey Tishgart: putting ourselves in the best situation so we can be fools. But we’ve still got the the right data, the right process and all those pieces, and I’ll let you elaborate there.

00:33:45.010 –> 00:33:58.550
Peter Ostrow: Yeah, your point was was Number one on our list of top 5 things that revenue enablers need to think about when it comes to generative AI, and that is keeping an eye on your data link where your AI points to is

00:33:58.840 –> 00:34:21.109
Peter Ostrow: job one, and if there’s nothing else that anybody ever hears for me on this topic, it’s that most of us have played around with Chat Gpt, which looks at the entire Internet for better and worse. Many of us have access to chat, Gpt through a controlled version that our company has put up so that we can’t get customer information out there which is fine. Some of us are building

00:34:21.110 –> 00:34:42.509
Peter Ostrow: our own generative AI tools depending on to what extent we are or are not, a software provider? Many of us already have invested, you know, Lindsay, and products like yours and your peers where it’s already there and ready for enablement folks to take the take the leap on it. But the number one lesson, and you know, in the interest of time today I’ll I’ll go back to Numbers 2 through 5 only, if you wish.

00:34:42.510 –> 00:34:59.280
Peter Ostrow: is to make sure that the tool points at artifacts that are very carefully curated, monitored, maintained, because otherwise the hallucinations and the mayhem that can ensue from the tool doing harm and not good are unmitigated.

00:35:01.500 –> 00:35:28.600
Lindsey Tishgart: Perfect. Well, thank you for sharing that. And just so, you know, to reiterate, feel free to drop your questions. And, we’re seeing them. A couple of them come in, and I, we should have a good amount of time to address them, so like to shift back a little bit more to governance. Now I know it’s nobody’s favorite topic, but it’s incredibly important, and some of the conversations that we tend to have a ground governance are great. This content, you know II hear from other marketers.

00:35:28.600 –> 00:35:51.929
Lindsey Tishgart: as sellers put 15 different fonts on this page, and it looks horrible, but there is the part of it that looks horrible. And then there’s part of governance that can actually really get companies in a lot of trouble. And it can be sending, you know, outdated pricing which could then impact the bottom line. But there’s other aspects. Compliance especially, you know, Matt, I assume that, given, there’s a medical aspect here in healthcare.

00:35:51.930 –> 00:36:11.340
Lindsey Tishgart: We know from most. You know, most of our companies there that that can get you in a lot of regulatory issues. We’ve got other clients that we work with that are in alcoholic beverage. Land or food those are other aspects. Any regulated industry, if you’re putting out content, that is

00:36:11.440 –> 00:36:18.520
Lindsey Tishgart: has outdated. You know, any type of elements and prescription that they’re describing, and you can

00:36:18.620 –> 00:36:28.069
Lindsey Tishgart: find yourself in a lot of danger. So I’d love to spend a little bit of time about how do we make this easier both for Admins as well as for the sellers?

00:36:28.300 –> 00:36:45.909
Lindsey Tishgart: And so, Matt, I know you’ve got some perspective on how you keep sellers aligned and using the right content. So I’ll toss it over to you first, and then, Peter. I’d love to spend some time. And how do you dive into tips for admins, so that we can make sure content is governed appropriately.

00:36:46.700 –> 00:37:08.759
Matt Koch: Yeah, thanks, Lindsay. Yeah, to to your point, and I think I think, probably on the call. We’ve got people across lots of different industries. That kind of have that different threshold for risk, tolerance, right? And for us it’s about as low as it could be. The worst thing that we could do is put a pet in harm’s way by sharing content. That’s outdated or doesn’t have updated package, insert information that talks about all these different things.

00:37:08.870 –> 00:37:20.780
Matt Koch: And so when we, when we go to kind of diagnose. What that problem is is, you know, why are people sharing all content? What’s ease of sharing that information is kind of the number? One thing that that we identify. So

00:37:20.780 –> 00:37:45.030
Matt Koch: if the platform on which we’re giving our our team to share content is cumbersome, or it’s not easy for them to access data like Peter was describing a little bit earlier in our conversation. They’re going to find the path at least resistance. It’s just the way that right it works. So you know, one of the things that we find is that sometimes people will download a Pdf of a content, and they’ll put it on their desktop, or they’ll have a folder by products, and they’ll file things away that way.

00:37:45.030 –> 00:37:56.129
Matt Koch: And that’s the number one thing that we’re trying to avoid. But for them. It’s really really easy to share that content in that way. And so this is something that we’ve really been working through. And then, conversely.

00:37:56.380 –> 00:38:15.189
Matt Koch: you know we know from our content managers that one of the challenges that we’ve created over the past couple of years, that there we’ve moved away or never really had a single source of truth, right content was stored in all sorts of different places. We’d have it on our intranet, or we’d have it in different pages, or we’d have a content management tool

00:38:15.190 –> 00:38:29.810
Matt Koch: that, you know, some of our sellers were to use like in the field sales, but our inside sales team used a different platform. So the managers of that content had a heck of a time trying to make sure that all of that content was coordinated, and all had the same information. So

00:38:29.810 –> 00:38:54.800
Matt Koch: what we we really move towards and we’re we’re we’re almost there at the end, is really focusing on this idea of like a digital asset management tool, right that can store the content in one place and then can push it out to any number of places, but allows the management of that content all in one place. And that’s really our kind of Eureka. We don’t have to worry about our sellers having outdated content, and it really allows our content managers

00:38:54.800 –> 00:39:19.649
Matt Koch: manage it in one place and be a lot more nimble. Right? That’s the thing that we think that really will alternate. In addition to getting, you know, our our customers, the most relevant information that it will allow us a much more quick process to update and create new content based on what we’re looking for today, that processes really drag out just because of all the different places you have to update and maintain it. But if we can get

00:39:19.650 –> 00:39:30.790
Matt Koch: get to a place where it’s a more nimble process, we think we can get back to that idea again. What we’re talking about earlier, getting personal, relevant up to date, content into the hands of our buyers much more quickly.

00:39:32.190 –> 00:39:35.140
Lindsey Tishgart: Alright! I like that. So make it easy to find.

00:39:35.160 –> 00:39:43.719
Lindsey Tishgart: to share and not to download. So Peter, back over to you. Let’s talk about the Admin side of things, because.

00:39:44.230 –> 00:39:49.490
Lindsey Tishgart: you know, we can make it easy for Sellers, but if it’s a nightmare for Admins, then we’re not set up for success either.

00:39:50.110 –> 00:39:59.339
Peter Ostrow: II think the Admins Lindsey are subservient to the sellers. I think that has to come first. If we, if we think for one moment that our frontline sellers

00:39:59.380 –> 00:40:22.369
Peter Ostrow: are at all concerned with our brand equity. We’re mistaken if we think for a moment that they’re concerned with consistency, and version control, then then we’re losing unfortunately, it’s just the nature of the beast, that that if we’re a servant function as enablement, I think, is when it’s doing its best work. We have to take into consideration the fact that, just like external customers, these internal customers

00:40:22.370 –> 00:40:39.079
Peter Ostrow: may not always act the way we want them to. They may change their minds. You know, when we survey our content managers within the enablement population. In our research, we ask about the best practices and more than today’s points of personalization more than

00:40:39.130 –> 00:40:49.400
Peter Ostrow: search, more than even integration with Crm at the opportunity level. The number one. Best practice that we hear among content owners is that when we create content for the sales team.

00:40:49.410 –> 00:41:15.100
Peter Ostrow: we are mindful about how we communicate, share, and launch it, mindful, not in the sense of being quiet and calm mindfulness, but mindful in terms of taking into account what’s going on in the world of my communicant. In other words, if this person is my internal customer. What! What is their life right now? If I treat them as well and as carefully, and is in much of a cadenced fashion as I do my external customers.

00:41:15.100 –> 00:41:33.669
Peter Ostrow: I’m more likely to think before sending. I’m more likely to think about the context of my communications of new content artifacts rather than just the convenience of when I happen to have developed them. So I think the admin piece becomes a lot easier when we acknowledge and embrace the fact that, being a servant function means.

00:41:34.050 –> 00:42:03.309
Peter Ostrow: I think we all work for the sales organizations inside our companies. It’s where our paychecks come from. It doesn’t mean subservient. It means partnering in a way that serves the other member of the relationship, you know, just goes back to the advocacy piece that we discussed earlier. I think that the issues folks have with adoption or being ignored or version control will never go away, but they certainly can be mitigated by thinking about our sellers as if they are customers. And accepting the ups and downs that sometimes come with that.

00:42:04.120 –> 00:42:19.140
Lindsey Tishgart: I like that because you know, I can see I’m going through the people that are attending right now, and I can see some people on here that I know we’ve worked with in terms of product launches. Right. So you think about you have a new product coming out. Every seller wants to know about that. They recognize that that’s a new opportunity to go bring

00:42:19.250 –> 00:42:20.410
Lindsey Tishgart: new

00:42:20.450 –> 00:42:46.270
Lindsey Tishgart: services or product to their customers, and if you use that as the the trigger, the opportunity to get out there and say, Hey, if you want to learn about this. Here’s where you’re gonna find it. If you want to deliver new value to your end users your end customers. Here’s where you’re gonna find it. You can start to find those moments. And how do you tie into what matters to them? So I agree. I certainly work for the sales organization. So I think, having that right perspective is is a good one.

00:42:46.280 –> 00:42:47.430
Lindsey Tishgart: So

00:42:47.500 –> 00:43:06.020
Lindsey Tishgart: I wanna be respectful of everyone’s time. And I think we’ve we’ve definitely hit on the highlights. So feel free. To our audience to drop in more questions. I did get one as well. On going back to the data. I think one of the aspects is that you can get super overwhelmed. Everybody can get overwhelmed with data.

00:43:06.160 –> 00:43:12.460
Lindsey Tishgart: How? What is, you know? A little bit of advice that you’d give to our audience about how to

00:43:12.730 –> 00:43:22.710
Lindsey Tishgart: focus not get overwhelmed by the data and be able to bring back to sellers or serve up to Sellers. The metrics that matter most

00:43:25.620 –> 00:43:26.780
Peter Ostrow: who’s going first?

00:43:27.090 –> 00:43:47.639
Matt Koch: Go ahead, Matt. Yeah, I’ll I’ll jump in, Peter the Turner view, I think to me, I think it’s 2 for one. It’s having a great thinking partner, like one of the things that we’ve really worked through with our analytics team is just really trying to find those people that can help you think through the data, tease out what are the insights that you’re looking for? Think of the different pathways and different

00:43:48.090 –> 00:44:12.909
Matt Koch: ideas and concepts that you can generate through it. There’s just so much there that it just really does require that critical thinking when you work through it. And then the second piece of it is is to involve our our team in the process. You know the people that know the data the best, or what the how best they can leverage it, are the people that are selling every single day. So we like to bring in a team of people into that process. And so, okay, here’s how we’re thinking about it.

00:44:12.910 –> 00:44:37.749
Matt Koch: Here’s the insights that are coming back. How can we best empower you to use this information. How do we turn on this into something that’s actionable and usable? And I think, as we go through that process of just coming up with the ideas, the vision pulling in our sellers to kind of help us build it out at at the granular level, and then just kind of cycling through that. We’ve really found what we think is a pretty good recipe for success. But, Peter, you know.

00:44:37.750 –> 00:44:40.220
and from your perspective, how are you guys thinking about it?

00:44:41.060 –> 00:44:57.400
Peter Ostrow: II think you hit some of the key points there, Matt, you talked about our partners over in the analytics team at a certain point, organizations that have enablement teams that grow as the organization grows need to think about when and if that skill set should come inside the enablement organization.

00:44:57.400 –> 00:45:14.749
Peter Ostrow: We see this genai piece as pretty monumental, and we see this as a rare opportunity for enablement professionals, almost all of whom have already invested in generative AI through their revenue enablement, automation, content and learning solutions

00:45:14.760 –> 00:45:39.650
Peter Ostrow: to take a leadership position inside their organization. But if you’re gonna do that it means becoming that much more fluent in things like prompt engineering in things like analytics. And it doesn’t mean that we all have to go back to school to do it, although you can go to school for prompt engineering. But to think about bringing those skill sets inside the enablement team so that we are at the vanguard the tip of that sort rather than following

00:45:39.750 –> 00:45:49.150
Peter Ostrow: One of the things that frustrates me a lot about our community is how often enablement teams don’t have a well honed charter.

00:45:49.170 –> 00:45:56.019
Peter Ostrow: meaning that the rest of the company just dumps their homeless projects upon them, and they become the doers of things or the reactors to things.

00:45:56.050 –> 00:46:09.449
Peter Ostrow: This is an opportunity to take the lead, using the tools that are at their disposal. And now these capabilities that represent a shift in what I think enablers need to be good at to actually be what we call here at Forrester a true insights, driven sales system.

00:46:11.010 –> 00:46:22.660
Matt Koch: Yup, what one other quick thought. Here, you guys, is just kind of here and you describe it. You know, one of the steps that we’ve recently taken as we’ve been going down, is generative. AI pilot, and a few other things, I think, to your point.

00:46:22.660 –> 00:46:42.329
Matt Koch: There’s so much data, and there’s so much information that it can be hard, I think, for our inside sales team to understand how to use it. Like, what does it all mean, you know, like, we’re looking at the data and trying to figure out solutions with it, but trying to figure out how it fits into kind of their everyday world, kind of what all the new terms and technology are. So

00:46:42.330 –> 00:47:07.199
Matt Koch: one of the things that we’ve implemented about 6, 7 months ago is a digital fluency program that we’re trying to put our team through to understand what this all means like, where is it going? What is the end state? What does the new selling model look like for for our sellers, and what should they expect from it? And you know we we built that content. But we one of the things we looked at. There’s lots of content that’s out there. So that would be one of my recommendations for people

00:47:07.200 –> 00:47:19.210
Matt Koch: that if you’re starting to dive into it. Educate your team on what it means. II read an article every day on and every day you learn something new on where these things are going. So I think an understanding and knowledge on it’s just so critical. Right now.

00:47:20.460 –> 00:47:39.790
Lindsey Tishgart: I like that. You I jumped ahead of me, Matt. So it was gonna be. I was gonna wrap things up with, what’s your one tip for for the audience as they kinda go back to the rest of the day and think about what else they can knock out to prepare for a great 2024. So in addition to that, anything else you would add, I’d love the idea of reading

00:47:39.930 –> 00:47:43.379
Lindsey Tishgart: one article and generative AI fluency is is key.

00:47:43.990 –> 00:48:13.719
Matt Koch: Yeah, I think the only thing I’d add just kind of listen to this conversation that’s jumped out to me. Is that like all of this that we’re talking about here is is really aimed at least from my lens, empowering our inside sales team with confidence, knowledge, and information that make the most of every one of those engagements. And I think the 2 things that we’re finding is, it doesn’t just create a sale every time it creates a great customer engagement. If you can accomplish either or both of those things on a call you’re winning.

00:48:13.720 –> 00:48:33.710
Matt Koch: And so I think what we’re finding by leveraging the the content by leveraging the data that we’re gleaning from it. We’re hopefully empowering our team to be a part of that process, and they feel confident when they call the customer that they’re talking about relevant things at the right time with the right information, and if we can arm them with that, we’ve got a great chance of success.

00:48:34.350 –> 00:49:03.260
Lindsey Tishgart: I love that we talk a lot about, you know confident sellers create confident buyers so, or confident customers. So if you’re looking to essentially get your buyer to not pause that deal, to actually move forward to, you know, buyers looking every for every reason to back away from the sale, and a confident seller who’s actually delivering value can help get them over the hump and ready to sign on that line. So, Peter, I’ll send the give you the last word.

00:49:03.360 –> 00:49:07.720
Peter Ostrow: Oh, goodness! Well, the last word, I think. To sum up some of what I’ve

00:49:08.400 –> 00:49:26.109
Peter Ostrow: I think I brought to the conversation today. Lindsay is to make sure that we are revenue enablers and not revenue inflictors. There are a lot of folks who are great at producing content that great at understanding the buyer personas great at understanding the buyer life cycle

00:49:26.210 –> 00:49:36.069
Peter Ostrow: and do a great job of producing content that is designed to support the seller buyer interactions and consistently move those opportunities forward.

00:49:36.150 –> 00:49:45.839
Peter Ostrow: But it doesn’t always work. And so when we make it personal, and when we think about folks adopting what we created or using what we created or following our rules.

00:49:46.340 –> 00:50:08.070
Peter Ostrow: we should stop for a moment and think. Does that serve the customer, the internal and external customer? Are we thinking in an outside in fashion? We all get caught up in our own production. We get caught up in our own egos and our own processes and rules but sometimes just taking that lens and reapplying it to what we’re doing helps us remember how to be servants to our our true customers

00:50:09.200 –> 00:50:37.140
Lindsey Tishgart: love it. I think, actually. And I’m gonna still the last word. But if we go back to what Matt said in the beginning, how do we become active listeners, too? So, Matt, you’re coaching your sellers. And you’re using technology to be active listeners. I think the same would go. And what you’re talking about, Peter, is, how do we actually listen to our constituents to make sure we’re we’re producing content. That makes an impact. So I wanna thank you both for your time. Thank you to the audience for joining will be sending out of recording in case you wanna share this around.

00:50:37.140 –> 00:50:44.489
Lindsey Tishgart: If you have any, follow up questions, feel free to reach out to us and have a great end of the year finished on.