Zach Coffman

Sales Enablement Manager, UBER Technologies

Measuring Content Effectiveness In Sales Enablement

Zach has been in the enablement field for 7 years, he’s currently driving the enablement efforts at Uber Technologies in their Uber Freight Division. Enablement is a fast-paced role at any company, but it takes a special set of skills and organization to lead the field at a company that is growing as fast as Uber.

Content is the main driver to an effective sales cycle and in enablement, you have to be sure your messaging is changing to adapt to the buyer’s needs. Read on to learn more about how Zach measures content effectiveness and ensures his team at Uber has the right content they need to engage their end-user.

 

Accelerate: In a few sentences tell us what sales enablement means to your organization? 

Zach: Uber is scaling incredibly fast. Sales Enablement is the foundation that supports that growth. 

 

Accelerate: What is one enablement tool that is a must-have for your team?  How do you measure its effectiveness on your sales enablement efforts?  

Zach: Sales Coaching is a must-have technology to support a uniform message in the marketplace. We measure effectiveness through adoption reporting and sales leadership feedback on pitches. 

 

Accelerate: What are some tips you have for companies who want to measure their content analytics but don’t yet have the technology in place?  

Zach: Are there free tools that are readily available to measure to help build a case for investment in an enablement tool? Dig deep into the analytics that can be reported when content is surfaced through CRM. Also, consider not only the ability for your sellers to track email open rates but also the prospect’s engagement with the content shared. This benefits both the seller who can get more focused on their second conversation and the Marketer who will know how their content is being received in the marketplace. It’s important to understand what you want to report on to support business initiatives and pivot any content needs based on its success externally. You can choose a technology after you understand your metric needs. 

 

Accelerate: For a company who is just starting to measure their content analytics where is the first place you would suggest they start and what does the process look like to ensure the content is being utilized to its fullest? 

Zach: I find G2, Forrester, and Gartner to be great resources when considering content analytics and any sales tools ability to return the data you desire. You have to ensure that your technology is able to return the data you require. You also need to consider where this content is being accessed. If it’s through CRM, you can tie the content back to win/loss reports and make smarter content decisions based off of sales resource, content shared, content creator, vertical, persona reached, etc. 

 

Accelerate: What are the most important measurements to ensure content is being utilized by outside customers? 

Zach: Time engaged with the content. If you can get to the slide level of how much time is spent consuming the content, your seller can focus their next conversation on the areas that the prospect spent the most time on. Your content creator can also use engagement analytics to evolve their assets based off of overall marketplace engagement. 

 

Accelerate: What tips do you have to ensure sellers are using the most up-to-date content rather than just sticking with what they have always used? 

Zach: A tight content governance strategy that involves all internal stakeholders. Regular reporting to show seller adoption is a good tool to ensure they are encouraged to always access the most updated, brand-compliant content. 

 

Accelerate: How do you make sure the content buyers want is the content sellers are providing? 

Zach: Engagement analytics can provide that information so long as you are using a sales tool that provides that reporting. 

 

Accelerate: How did you get into the enablement field? 

Zach: I got my start as a cms admin who was looking to move into the tech start-up biz. My content and knowledge management background was a good fit for my first sales enablement program position with se tech provider, SAVO. 

 

Accelerate: What are some skills you possess that make you successful in an enablement position? 

Zach: A strong background in content management, knowledge management, system admin, onboarding, training, sales, and a passion for a well-organized content strategy has helped me to be successful in the field.

 

Accelerate: How do you see enablement changing over the next five years? 

Zach: Data, data, data! I see enablement becoming more data-driven as technology evolves to provide the tracking and trending required to make smarter content decisions. I see machine learning and AI helping us to kill the need to search for content by recommending it to the seller based off rich algorithms that know and push the content to you based off the persona, vertical, product and industry you are selling to.

 

 

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