Sales enablement initiatives for RICS

In my role as a B2B sales and marketing support specialist position -

Taking up a newly created role to align sales and marketing efforts. I was involved in sales enablement strategy and developed efficient content creation processes to help Partner Development Managers (PDMs) from Europe, UKI, MEA, APAC, and America easily access information for their prospecting purpose and feel confident and equipped with the right material.

01 - Getting context and analyzing the current situation

I assessed each region's wants and needs through user-research discipline to identify gaps within the company's tools and processes.

Finding the right tools to pinpoint emotional and practical aspects of each team's function was done in online meetings across regions, using a priority sheet to determine preferences.

From there, I identified gaps in processes and researched on suitable web-based applications as a sales enablement tool that suited both marketing and sales needs.

02 - Trial and projected outcome

From strategy to execution, I led user study, contextualise information, and considered deliverable production.

Attending demo calls with several potential vendors and tested various programs (existing and new) for content creation. Keeping to the objective of usage efficiency that supported sales engagement, I had to ensure engagement touchpoints were dynamic, versatile, and recorded. Finally, I deduced and proposed the most user-friendly and integrated software choice.

03 - Live implementation

The software introduced improved:

Overall content health	Digital innovation
^{Simplified and digestible content that accelerated understanding of complex information for clients}	^{Tracking of click-through source and engagement data for future evaluations}
^{Development of B2B suite of collaterals, to encourage synchronised use of materials}	^{Ease of content creation for new and existing formats and reducing information silos}
^{Interactive and engaging design to stimulate readers' browsing experience}	^{Continuous content refinements are not disruptive to live publication already shared online}

With a marketing-led approach, most improvements were made to improve the internal pre-delivery phase of organisations' content.

03 — Impact and results

The initiative was caught on by varying departments within the organisation - all interested in the execution possibility, efficiency, and integration with their own objectives.

Sales

^{responded positively, sharing content socially, and ideating on further collaborations to improve customer journey}

Marketers

^{expressed interest in receiving training on the platform and utilising the tool for more content creation}

Brand

^{permitted more versatility and flexibility to content release and reconsidered their position in maintaining communications}

Management

^{found the software integral and efficient for consolidating larger group initiatives and expressed similar motivations to architect information within a centralised resource hub}

1625

^{total views since procured for 9 months}

53%

^{unique visits amounting to 853 new visitors.}

+200%

^{increase in overall visitors after 6 months}

65

^{views were directed from Linkedin}

Evaluation & Debrief

Evaluation was taken into account early after initial testing in Q1. We improved project management and added new processes to refine approvals and SLAs.

I made clearer definitions to shape collaboration between teams and tackled existing gaps before the software was procured.

Design was also a priority when creating new formats and aligning brand messaging to design. Overall, the quality of information improved.

By Q2, I worked on developing better storylines and familiarisation of the online sharing platform, creating manual guides and training materials to onboard more marketers.

Q3 allowed a steadier flow of collateral releases and I worked on improving the dissemination and communication effort recently to get more noticeability internally.

Q4 - Results above show growth and expandability. Discuss in person for more details.