Tips for managing Marketing and Sales Content on Dropbox

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Marketing and sales collateral is essential for your company’s success. And for young and small organizations, using Dropbox to store their sales and marketing content becomes a natural choice. Most of us already use Dropbox in our personal lives (and love it). And it is a handy tool for storing your sales and marketing content since it is on the cloud, you can provide mobile access to your sales and customer-facing teams on the go, and keep everyone on the same page when it comes to content.
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But things can really go out of hand quickly. You wouldn’t realize, and within few months finding content on Dropbox will be a nightmare. Your sales team will stop using it and they will start coming to you to request content.

But it doesn’t have to be this bad. Here are some useful tips for managing your sales and marketing content on Dropbox:

Filter Your Content

Not all content in the organization is relevant for your sales team. But in this age of hyper-communication, everyone wants everything to be available to everyone. This strategy backfires. Instead, take a disciplined view on what content is relevant for sales success. Sift away everything else because to your sales team it is NOISE. Following the 80-20 rule, you will realize that 20% of the content is relevant for 80% of the scenarios. Focus on that content then. Don’t try to fit in every piece of content. Start small and then grow your content catalog.

Dedicated Folder

Continuing with the idea of filtering, you want to have a dedicated folder on your team’s Dropbox repository to store content. Pick a name for that folder that is easy to identify and stands out. Some easy to identify names that we have seen are:
  • Sales Collateral (or Content)
  • Sales & Marketing Content
  • Sales Enablement
Even better, start that name with an “_.” This way when Dropbox displays the folder list, this dedicated folder will be on the top and not get buried in the midst of all other folders. Make it easy for your audience (sales) to find the folder.

Read Only

Make that folder and its content read only. Dropbox allows you to control read/write permissions on folders and its content. Use this feature and provide write permissions only to select few in the organization whom you trust will not create a mess of that folder by dumping everything and anything that comes through their email inboxes.

Folder Structure

It is important that your folder structure makes sense and remains consistent. Don’t worry too much about boundary scenarios. Think about 80% of the use cases and create a structure for that.

Folder Structure: Define Your Business Dimensions

You need to define your business dimensions. Business Dimensions are parameters of your organization with which you go to the market. For e.g. commonly used business dimensions in B2B software companies are:
  • Products
  • Solutions
  • Industries
  • Partners
  • Competitors
I hope you get the point. If you are confused, refer to your website. You may have already structured your site with similar business dimensions. Also, do include a General folder for content that does not fit into one single dimension. Say you are a B2B software organization with a couple of products selling into few different industries. In that case, your folder structure will look as below:
  • _Sales & Marketing Content
    • Solutions
    • Industries
    • Partners
    • Competitors
    • General
Inside each of these folders have folders for different business dimensions of your business. Something like this:
  • _Sales & Marketing Content
    • Solutions
      • Solution A
      • Solution B
      • Solution C
    • Industries
      • Industry A
      • Industry B
    • Partners
      • Partner A
      • Partner B
    • Competitors
      • Competitor A
      • Competitor B
      • Competitor C
    • General
Important Note: Even if you do not have content for some of the folders, we encourage you to create a folder to set the stage when content is available.

Folder Structure: Store By Content Type

Now that you have your business dimensions in place start uploading your content. But before that start segmenting your content by its type. Say you have two Case Studies, one Data Sheet and one Battle Card for Solution A, you should store it as follows:
  • _Sales & Marketing Content
    • Solutions
      • Solution A
        • Battle Cards
          • SolutionA_BattleCard
        • Case Studies
          • SolutionA_CaseStudy
          • SolutionA_2_CaseStudy
        • Data Sheets
          • SolutionA_DataSheet
If this makes sense to you, then follow a similar structure for rest of the dimensions. You will come across scenarios where you have a Case Study for Solution A, and it is for Industry B. That is quite likely. In fact, this will happen more frequently. Rarely documents will belong to a single business dimension. That is where the General folder helps. So if you have a Case Study for Solution A in Industry B, you should store it in the General folder as follows:
  • _Sales & Marketing Content
    • General
      • Case Studies
        • SolutionA_IndustryB_CaseStudy.pdf
Two important points to note here. First, any Case Study that is relevant across multiple dimension should find its place in the Case Studies folder in the General section. Second, the name of your Case Study should include your business dimension value. I know we are asking for longer names. But if you want your sales team to use this content and find it easy, you need to make these names simple to follow even at the expense of making them longer.

File Naming Convention

A few valuable tips here for naming your files:
  • Follow a strict naming convention.
  • Include the business dimension values consistently in the name of the files.
  • When you name files consistently, Dropbox’s default sorting will work for you. And it will be easier to search for them in Dropbox. Imagine you naming a file SolA and the Sales rep is searching for Solution A. You want to avoid that. Be consistent. It will pay dividends.
  • If there are shorter names for your business dimension values, use them from the beginning. If your product name is Awesome Reporting Product, then use the name ARP when naming folders and files.

If you are reading this post and you are already suffering from a weak structure on your Dropbox instance, you must be thinking “How the hell do I get from where I am to this structure?”. Unfortunately, there is no easy answer. But there is a silver lining. Start small. Anyway, your current mess is not helping anyone. So if you have 100 documents strewn across your Dropbox file system, start moving 10 files every day. It will take you less than 10 minutes to do this task. 10 minutes a day and in 10 days you will have a good set up to build your future content structure on. Your sales team will appreciate this structure and the consistency.

Dropbox may not get you to your goal of getting your content perfectly organized. But that is not an excuse to make a complete mess of it. We hope you can follow these steps to reach a more useful and easy to navigate structure for your sales and marketing collateral.

We at Enablix strive to help B2B marketers effectively organize, manage and distribute sales and marketing content to enable sales. After facing challenges in our professional lives using commonly available content management systems, we built Enablix to help marketers address this content chaos and simplify sales content management. If you are ready to look beyond homegrown processes on Dropbox, please contact us at support@enablix.com to find out how Enablix can help you get to a state of simplicity and efficiency.