Design for Usability in Marketing and Sales

by Lilia Shirman on January 12, 2011

in Marketing,Sales enablement,Sales Tips

Many of my clients are neck deep in preparations for their annual sales meetings. They  are creating presentations and content to get Sales jazzed about the year, and to educate them about new products, pricing, initiatives, etc.

Unfortunately after the dust settles and everyone has flown back to their patch, Marketing will moan about Sales not using all the tools they worked so hard to create.  Sales will complain that they don’t have the right tools.   How, after all this work, is that possible?

Part of the problem is that while marketers think about the content of sales and marketing tools, they often ignore usability.  Just as with a complex product, great features (content) are only as useful as the user’s ability to access and exploit them.

To improve the usability of sales and marketing tools for your sales channel(s) and for customers, ask these questions BEFORE your create the assets.

Internal Usability Questions

  1. How is the offering (product/service/solution) marketed and sold, exactly?
  2. Who will use the sales/marketing assets and how?
  3. Which form or medium is appropriate for each type of marketing and sales activity?
  4. How much customization will be required with each use?
  5. How will the users obtain the asset when the need for it arises?
  6. What kinds of responses or questions are sales or marketing people likely to encounter when they use this asset?
  7. How will we know whether the asset is useful and effective?

Usability Questions for Customers

  1. At which points in their decision-making process does each audience need this information?
  2. Where and how do customers find this information?
  3. What medium is easiest for customers to access and use?
  4. Under what conditions will they most likely use this asset?  (In a meeting? On the phone? At a computer? At a dusty job site? On a plane?)
  5. How much time will they have to interact with this asset?
  6. Will they want to share it? (If yes, how do we make that easy?)
  7. How will we know whether the asset is useful and valuable to customers?

Please share additional usability considerations when developing content and tools for us in sales and marketing.

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