Seismic Helps Drive Content Adoption to Align Marketing and Sales

Sudipto Ghosh

April 18, 2018

Elekta Saw Sales Content Adoption Rise 350 Percent After Implementing the Leading Sales and Marketing Enablement Solution

This week, Seismic announced that their leading marketing and sales enablement solution has helped increase adoption of sales content by 350 percent at Elekta. Elekta is a leading innovator of equipment and software used to improve, prolong and save the lives of people with cancer and brain disorders. After Seismic helped break down silos between multiple sales and marketing departments across the globe at Elekta, new sales content is being used at a rate of more than five times that of older content.

Seismic Listed in Gartner's Market Guide for Digital Content Management for Sales for Second Consecutive Year — **Doug Winter**

At the time of this announcement, Doug Winter, co-founder and CEO at Seismic, said, “Relevant, valuable content drives sales cycles, but too often sellers don’t know what to use or where to find it, further widening fissures with marketing teams that need to prove impactful ROI on the content they create.”

Currently, Seismic provides sales and marketing enablement solution, improving close rates and delivering larger deals for sales while increasing marketing’s impact on the bottom line.

Doug added, “Through their use of Seismic, Elekta is showing a new way forward for global organizations, one in which marketing and sales work together to help put sellers in the best position to effectively engage buyers every single time.”

Seismic Helped Elekta Align Marketing and Sales Content

As a growing company with 35 offices across the globe, silos had developed between marketing and sales and even within different marketing and sales teams at Elekta. Marketers could not track with full accuracy what content was being distributed to sellers or how content was being engaged with by buyers. The result was a scattered sales content program that left marketers with little ability to improve it.

Drive Content Improvements and Further Align Marketing’s Efforts with Sale’s Needs

After centralizing all sales content into Seismic, Elekta’s marketing team had a more holistic view of what content was being created and curated for sales by the entire global digital marketing team. Through Seismic’s analytics functionality that measures how sellers and buyers engage with content, Elekta also had comprehensive data into what content worked best, helping drive content improvements and further align marketing’s efforts with sale’s needs.

Kathleen Voboril, Director of Digital and Marketing Operations at Elekta, said, “Seismic is driving collaboration between marketing and sales at a level that we’ve never seen before here at Elekta. Marketers know what content is truly valuable for sellers and sellers to know that the content provided to them by marketing has been proven to be impactful, helping create one united team across multiple departments, offices, and target customers.”

Seismic’s Integration with Salesforce: The Value-Add for Marketing and Sales Teams

Seismic’s integration capabilities also helped increase the return on Elekta’s overall sales content investments and further align sales and marketing efforts. Through Seismic’s integration with Salesforce, sellers can automatically find the most relevant content and the training information for each unique opportunity, and then send content to buyers right from within the CRM itself, further increasing sales content adoption while also raising awareness among sellers of new content being created and distributed by marketing by placing it in a tool they use constantly.

Doug added, “Marketers today want to see their impact on the sales cycle and really help sellers win deals and better satisfy customers. Elekta’s marketing team is doing just that with Seismic, breaking down silos and building up global revenue-driving teams in the process.”

Large enterprises use Seismic to increase sales productivity through the automatic distribution of relevant information and personalized content to reps for any buyer interaction. Powerful content controls and visibility into usage ensures brand integrity and reduces risk. Seismic’s machine learning and analytics capabilities continuously improve the entire enablement process for large enterprises, increasing the ROI of sales content and tying it directly to revenue.