How to Run a Content Scavenger Hunt to Drive Your Sales Enablement


Who doesn't like scavenger hunts? We'll do you one better: what if the next scavenger hunt could help you save significant resources and play a vital role in your sales enablement process?

That might sound a bit extreme.

But that's exactly what a content scavenger hunt can do. 

Sales enablement is the process of building a comprehensive program designed to provide your sales team with the content and tools they need to close more deals. From training materials and product information, to highly effective email templates, competitor battlecards, and much more, enablement content is an important part of the process to help your team drive more revenue.

But it’s bonkers expensive and takes ages to build. On average, marketers spend about 26% of their budget on content.

So a big part of being an effective enabler is learning to use what you’ve got. And a scavenger hunt can help you surface existing content across your organization, enabling you to leverage it into better sales training and optimization.

That's right: no new content required. Instead, follow these 4 steps to run an effective content scavenger hunt that can lead to almost immediate ROI.

Step 1: Define Your Content Requirements

Any strategic process begins with defining the goals. That's the same here. Before you start hunting, you need to know exactly what to hunt.

Ask yourself what your sellers will need to be more successful. Don't think about the specific channels (like a video) just yet; instead, simply outline your content needs.

For most B2B organizations, that will likely include a few content pieces on the overarching idea and theme of your program.

Say, for instance, you’re building a program with the specific goal of reducing the number of deals lost to a specific competitor, you'll need at least something about the competitor. Chances are you'll also be looking for product-specific content that helps your sellers understand how your solution solves specific problems, where you win and where they lose, as well as some examples of what good selling against said competitor in your organization actually looks like.

That list is not comprehensive, of course. Yours might differ a bit. Make sure you build your requirements based on the goals you've set for your larger program as a whole. Staying general to the problem rather than predefining specific pieces and formats may help you unearth content that you never even thought about in the process.

Step 2: Work With Relevant Stakeholders

A successful content scavenger hunt doesn't just depend on you. It depends on the experts, who should be willing to work with you to find those pieces that will help your sellers thrive.

So, the next step is to approach and work with these experts. They might be sellers, sales managers, or sales executives. They might even live in your marketing or product departments, since these teams often create massive volumes of content and documentation.  

With your content requirements in place, you can then get specific. Ask your stakeholders to search for content that fits what you're looking for.

Remember: They're not creating this content. They're simply searching their hard drives, memory banks, and anything in between for something that already exists.

Step 3: Assemble Your Content

You're starting to get content submissions. Great! That means the scavenger hunt is working. But don't just throw it all into a folder and call it a day, hoping for the best. Instead, make sure the content assembly is organized in a way that will actually help your enablement program once executed.

For instance, you can map your content against your program, including your leading and lagging success indicators. That way, you can see exactly what areas the existing content you've unearthed covers, and what messages they're conveying that line up with the messages you need to communicate.

Don't get discouraged by the holes you find. Yes, you might not have all the content you need to successfully execute the program. But at the very least, you'll have built a good database of pieces that you can use, which means fewer pieces you'll need to spend valuable resources on creating from scratch.

Especially when it comes to training, you might also be stumped by how in-person training fits in. Rather than trying to exactly replicate in-person training online, try and break down the components of what’s covered in your in-person training. Then, spin those components into asynchronous learning experiences that combine your content from the class with practice sessions, certifications, early indicator metrics, and lagging indicator results.

Step 4: Review Your Content Program With Sales Management

Finally, it's time to make sure you've got it right. Get a few sales managers in the room (or on the screen), and ask them to make sure that the content you've gathered will actually solve the problem that the program is designed to solve.

To do that, it makes sense to start by reiterating what that core program or challenge is to begin with. Talk through the behaviour changes you're looking for, and then ask them to review the content against these parameters.

During the review, sales managers should also make sure that the content would be a reasonable ask for sellers and managers alike. After all, you don't want to roll out a sales enablement program that isn't actually tested by the people most crucial (and likely) to be responsible for its success.

Moving From Content to Strategic Sales Enablement

Want to hear a secret? Content is actually just one piece of the larger sales enablement puzzle. To build that comprehensive program, you also need to set your goals, get stakeholder buy-in, execute the program, and prove its success over time.

That's a lot to ask. It's far from impossible, though. In fact, we just published a 7,142-word eBook that can serve as your comprehensive guide to sales enablement transformation.

Those content scavenger hunt steps above? They're just a snippet from the eBook. If you want to learn more about the scavenger hunt as well as the larger context in which it lives, download our eBook now. It's what you need to transform your sales enablement in an era when it seems like everything is changing across industries.