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You already know that your company’s marketing materials are like gold when it comes to hitting your sales numbers.

If you have effective deliverables in the ideal formats, they can have an incredible impact in getting your points across to a prospect.

And, if you’re smart, you’re steadily producing marketing assets that address the questions clients and prospects may have in researching your services and products. They likely include case studies, white papers, videos, tutorials, webinars, slide presentations and research.

But here’s a good question to ask when determining the effectiveness of all those marketing assets you worked so hard to produce: How effectively are they being used?

If you don’t have a solid marketing asset management system in place, you could be missing out on opportunities to move your sales figures to the next level.

We compiled a list of 4 essential tips for developing a powerful marketing asset management strategy.

1. Assess where you are.

4 Essential Tips for Powerful Marketing Asset ManagementTake the time to gauge your team’s ability to quickly locate and leverage your marketing materials. As part of that review, take an inventory of everything — deleting the materials that are no longer useful but continue to take up space.

Next, check for any gaps. Is there marketing collateral that is under-utilized? If so, identify the reasons why. Is it difficult to find? Are fees, policies or other relevant material regularly updated? Is your sales team even aware certain materials exist?

It could be that you are lacking a marketing asset management system that could identify as well as resolve any of these issues.

2. Clearly define goals.

Before undertaking any changes to your marketing asset management, figure out what you’re trying to achieve.

A simple tweak may not give you the results you’re ultimately going after. For example, you may not simply want to create a better system for categorizing marketing assets.

How about making it easy for a sales rep to quickly perform a search based on a prospect’s specific question? Get input on all of the challenges that are facing your team in using those assets and envision the ideal situation.

3. Compare the tools.

There are hundreds of tools you can use for your marketing asset management — from traditional file folders and cloud services like DropBox.

You also could opt for a customized tool that gives you the flexibility of gaining instant access to your marketing materials without worrying about having an Internet connection.

Also, check into options that provide you the ability to automate updates as well as provide CRM integration, as well as those that are user-friendly.

Think long-term. You don’t want to be in the position of re-evaluating the effectiveness of your tool a year from now.

4. Thoroughly train your team — until they get it.

What good is a power tool if few people are even bothering to use it? If you did your job well in Step 3, your team should be able to quickly adapt to your new marketing asset management system — especially if it is an intuitive tool designed specifically for your team.

If you did your job well in Step 3, your team should be able to quickly adapt to your new marketing asset management system — especially if it is an intuitive tool designed specifically for your team.

Make sure you get plenty of input beforehand to ensure that you have team buy-in about how it can transform results.

With a marketing asset management system that is working for you — not against you, you’re equipping your team more effectively get the results that lead to better sales. It can be the start to a beautiful alignment between sales and marketing, ensuring consistency, organization, and collaboration.

About J. Rusty Bishop, PhD

I've spent the last 5 years helping great brands create amazing experiences for their sales teams during one on one sales interactions. Helping sales people do their job is my passion. When I'm not working, I am on the ocean fishing in San Diego, Ca.