This is where sales enablement truly shines. One mistake we always see is organizations creating content and then handing it out to sales teams in hopes that they’ll use it when the need arises.
The problem with this approach is that it doesn’t take into account that sales is more like a dialogue. It’s a conversation that’s always taking place with the market. It’s important that information be there when it's needed, and does not require a rep to stop what they’re doing to go looking for it. Making competitive intelligence available in a searchable web app can accelerate the process, and adding functionality such as Slack integration can help sales teams get on-demand intelligence as and when they need it.