This is a guest post from Robert Wahbe, CEO and co-founder of Alfresco partner Highspot. Robert is a product and marketing leader with deep experience in enterprise software. He is a widely acknowledged expert in sales enablement and today shares a snapshot of his approach toward platform integration.
Most of us navigate an ocean of content every day, forcing a less-than-direct course to our intended destination. For sales reps, this distracting process costs time, money, and customer relationships. A fresh approach to sales enablement, and with it content management and optimization, has never been more essential.
Fragmentation is one big reason sales reps struggle to efficiently distribute the best available content to their target audiences at the most opportune moments. They spend valuable time searching for content scattered across formal and informal systems that have been assembled, broken down, and reassembled over many years. They chase pitches and marketing collateral that has moved from location to location, with few tracking measures in place. In short, they lack a single platform capable of leveraging the best of their content infrastructure and resources.
Leading sales teams recognize the value of closed-loop sales and marketing, made possible by platform integrations and powerful analytics. They’re fully aware that positive ROI results only from content that is resonant, accessible, and measured. And the best way to achieve this is by ensuring what’s available on one platform is visible and actionable on others.
One of our most strategic platform integration partners is Alfresco. In a world where end-to-end business collaboration is often the difference between success and failure, we see the ability to couple Alfresco’s ECM and BPM with Highspot’s sales enablement platform as critical to increasing sales conversions via tight alignment across geographies, organizations, and business processes. It’s the type of capability that once deployed leaves organizations thinking, “Why didn’t we do that sooner?”
As you evaluate your own integration options, I recommend the following criteria remain top-of-mind:
- Integrations that are complementary and accretive, not competing and dilutive. If an integration doesn’t centralize your content and improve your team’s ability to act quickly, steer clear. Just as a closed-loop approach can be stronger than the sum of its parts, so too integration of overlapping and/or disparate systems can stifle the best intentions.
- Data and analytics that offer unique insights and can be considered side-by-side with other important metrics. Opt only for integrations where results can be seamlessly embedded with the rest of your business intelligence. While the ability to dive deep on a given activity or partner will remain critical, the days of compartmentalized insights are over.
- Search and recommendations that are informed by data and easily accessible. The more clicks between sales reps and their content, the less likely optimal actions will be taken. Similar can be said for other business teams and their capacity to support a common goal. In the case of Alfresco, the ability to find and track recommended content and related data within Highspot is a central component of our joint value proposition.
Platform integration is one of Highspot’s core advantages. It’s part of what makes our offer uniquely flexible, comprehensive, and enterprise-ready. As we continue driving the evolution of sales enablement, our ability to meet customer needs via seamless integration will only grow in importance.
For sales teams interested in minimizing the time and distance between opportunity and conversion, straight lines work best. Chart your course with confidence.