Here are 5 tips and ideas — along with a few examples — for how marketing and sales operations managers can create the tools and resources that help salespeople bring conversations to life.

1. Tips to Bring
Sales Conversations
to Life
Great sales conversations start with
understanding the challenges and goals of an
organization. They are filled with messages,
stories and resources that help tell a story of
success with customers in similar situations.
Here are 5 tips and ideas — along with a few
examples — for how marketing and sales
operations managers can create the tools
and resources that help salespeople bring
conversations to life.
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2. Learn more
Target Messages to Roles
Target Messages to Roles
Turn Thought Leadership into
Sales Conversations
Produce Multi-dimensional Proof
Build Content for Reuse
Take a Fresh Approach to
Creating Differentiation
Create collateral that is simple to digest but still delivers complex brand
and solution messages to specific audience targets.
An interactive guide is a great way to show multiple targets in the same
organization how your solutions solve specific needs. Be sure to:
3 Build role-specific messages and content
3 Show a path from challenges to positive outcomes
3 Deliver in a tool that serves both buyers and sellers
Both buyers and sellers can interact with this single tool to access all the information
needed to learn more about business outcomes and the path to get there.

3. Target Messages to Roles
Turn Thought Leadership into
Sales Conversations
Produce Multi-dimensional Proof
Build Content for Reuse
Take a Fresh Approach to
Creating Differentiation
Learn more
Turn Thought Leadership
into Sales Conversations
Arm your salespeople with truly unique conversations by extending
thought leadership assets into an integrated suite of tools.
A best practices guide or benchmark report can be a fantastic foundation for
sales conversations because they encourage interaction between the buyer
and seller. Be sure to:
3 Create or repurpose thought leadership that presents a truly
unique perspective
3 Create an interactive presentation around the content for sellers
3 Support sellers with conversation guides, sales emails and next step
assets to build momentum
Using a thought leadership foundation,
multiple assets were created to support
a complete sales process, including
whiteboard conversations, case study
books, emails, sales guides and more.

4. Target Messages to Roles
Turn Thought Leadership into
Sales Conversations
Produce Multi-dimensional Proof
Build Content for Reuse
Take a Fresh Approach to
Creating Differentiation
Learn more
Produce Multi-dimensional
Proof
Extend the value of case studies by providing quick and easy access to
proof points in a variety of formats.
Beyond static, individual case studies organized by customer name,
consolidate case studies by specific challenge area, vertical niche
or results. Be sure to:
3 Produce assets in a variety of formats, including ebooks,
thought leadership and presentations
3 Leverage consolidated assets into campaign activity
3 Create seller-facing case study tools to provide right-time
access to information
This iPad/iPhone-friendly tool serves up
customer reference data in sound bites but
also provides links to larger stories.

5. Target Messages to Roles
Turn Thought Leadership into
Sales Conversations
Produce Multi-dimensional Proof
Build Content for Reuse
Take a Fresh Approach to
Creating Differentiation
Learn more
Build Content for Reuse
Make every marketing dollar pay dividends by designing content for
reuse before you build it.
A well-defined core asset serves as a great foundation for a “think like
a publisher” strategy. Be sure to:
3 Design assets in “chapters” that can stand on their own
3 Leverage visual story-telling techniques to turn words into visual assets
such as infographics and ebooks
3 Leverage the assets into multi-touch campaigns and sales enablement tools
One thought leadership asset served as foundation for the
creation of workbooks and TCO tools, infographics, emails
and a case study book aligned to solution areas.

6. Target Messages to Roles
Turn Thought Leadership into
Sales Conversations
Produce Multi-dimensional Proof
Build Content for Reuse
Take a Fresh Approach to
Creating Differentiation
Learn more
Take a Fresh Approach to
Creating Differentiation
Leverage roundtable, conference and webinar presentations and
discussions into unique content assets.
Instead of having your guests download presentations they’ll never view
again, turn key points of live events into creative assets. Be sure to:
3 Create ebooks, videos and other assets that can stand on their own
3 Deliver as part of campaign activity or sales follow up
3 Consolidate polling results into a compelling
asset, and use it as a contrast/compare
opportunity to collect additional survey data
This ebook summarized key points
made during an executive roundtable,
and interpreted live polling data with
additional perspective from panelists
and subject matter experts.

7. About Launch International
Launch International brings more than 20 years of experience to its best-practices approach to
sales enablement, strategic marketing and thought leadership. We develop the tools, assets and
resources that marketing, campaign and sales enablement teams deliver to help salespeople
accelerate a customer’s buying process and close opportunities faster.
(p) 215-230-4340
www.launchinternational.com
@2012 Launch International, Inc. All rights reserved.
®
Every client we serve is turning up the heat on the content they
produce. If you’d like to see more samples of what your peers and
colleagues are doing, click here for a 15-minute one-on-one call
with one of our subject matter experts (SMEs). Via WebEx,
we’ll show you real-life examples of how best-in-class companies:
3 Target Messages to Roles
3 Turn Thought Leadership into Sales Conversations
3 Produce Multi-dimensional Proof
3 Build Content for Reuse
3 Take a Fresh Approach to Creating Differentiation
www.launchinternational.com/conversations
@launchintl
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