Strategic Content
Executives are ever on the lookout for fresh insights to improve their business and gain competitive advantage. They often look to partners and providers as sources of insight, but the content often fails to deliver on the promise. To engage senior executives, content must
- Be relevant to strategic business issues
- Distinguish between executive- and manager-level audiences
- Refrain from product pitches and marketing slogans
- Raise questions that spark further discussion
The content we develop engages senior executives because it echoes how executives talk to each other about the issues that affect them. An ITSMA case study documents how advisory councils become engines for strategic content, which in turn enable account teams to elevate their conversations with prospects and customers.
"The Avaya councils have functioned as powerful “content engines,” generating valuable thought leadership, marketing, and sales support materials, including strategic "discussion starter" documents, briefings, case examples, [and] guiding questions.
"'This content becomes another way for councils and ERM to support the sales process. We talk about it as solution selling, but it’s really scenario selling,” [Nancy] Maluso explains. 'In a council environment, you draw from each others’ experience, and that becomes a scenario — ‘here's what we did, we changed this process, created this network.’ Relationships allow you to get to that information. This gives Avaya sales reps the capability to elevate conversations that happen every day.'"
The following are examples of the content used by Avaya account teams that was developed from the advisory councils:
To learn more about our work developing strategic content, please contact KC Munuz.