"Non -document" is a risk that visualizes the results of sales materials and enhances the operating efficiency of the team (1/3)

It is unlikely that "good business talks" will be transmitted as they are

――Please tell us about Uchida's career.

新卒でイノベーションに入社しBtoBメディアのセールスを数年間担当したのち、ウェブマーケティングコンサルの事業責任者となりました。上場を目指すタイミングでは機関投資家向けのロードショーマテリアル*作成に注力し、その後新規事業の創出やMAツールの事業部長の役割を経て、2019年からは事業部門の子会社化に伴い Innovatino & Co.I became a director.Currently, I am in charge of the MA tool and the business manager of the Sales Doc tool "Sales Doc".I've been in this company since joining the company in 2010, but the role I am entrusted with has changed in various ways, and I feel like I've been changing jobs.

―― Sales Doc is a solution that emphasizes the use of sales materials, but did you feel the importance of the materials from the experience of creating roadshamesterial?

I agree.The same is true for business negotiations and IR, but I think there is a limit to being able to convey in conversations.No matter how much a good sales representative has a good talk in a business talk, the customer who heard it will share information with the judge and team members with the same quality when the customer in charge of the customer lives back in the company.Not always.Of course, it is important to polish the talk skills, but if you rely too much on it, there will be fewer factors that the proposal can control throughout the sales process.

On the other hand, the material remains in the client company.If you can optimize the use of materials, you will be able to convey the information you want to deliver to your customers properly, so it is important to consider it as "sales materials = directly linked to results."

In particular, remote work shifts have been rapidly progressing, and the hurdles of new business negotiations have become very high for BtoB marketing and sales organizations.There are still many companies that have won new business negotiations in Teleopards, but the worries that "I can't get the customer timing" is that I can't talk even if I call in the first place, even if I get connected, I can't grasp the customer timing.I think that there.The same is true for companies that are increasing inbound in marketing measures, and many companies face the task of not proceeding to the next fund for some reason, despite the fact that there are some inquiries and requests for materials.

――It's new tasks unique to Remote Work, can you tell us why the materials are important?

There are two large things.The first is that when you consult a business negotiation, you must say, "Please give me the material first."Especially in BtoB, it is definitely said.The buyer looks at the material and judges, "Is this company worth a business talk?"

In the conventional business process, one of the issues was that this part would be a black box.I could follow the results that I got a reaction to the material or not, but there was no way to know if the first material was pierced by the buyer.Originally, it is necessary to turn PDCA as one of the sales processes, but there are few companies that can focus on the "C" part that checks whether the materials have led to business negotiations.I also have many opportunities to see proposal materials as a judge, but most of them only explain the functions and services outlines, and there are few materials that convey the benefits that can be enjoyed by introducing them.

The second is that business negotiations are online, and the time of watching materials is increasing more than ever.No matter how good a sales representative, the face reflected on the screen is just a small size.Compared to the days when business negotiations were proceeding with paper materials, I think that how easy to read and show information is becoming more directly linked to the results.Giving the impression of "a company that sends unusual materials" is a more risky than ever.

On the other hand, it is also difficult to correct the orbit with our own sense.In Europe and the United States, products that manage the content used by the sales department have already become widespread, and the concept of achieving results has become common, but that concept is not yet known in Japan.In Japan, Sales Docs are providing the idea that sales activities can be optimized based on sales materials and content, and we want to create a market.