The Solution

Enterprise Knowledge (EK) partnered with the company for an end-to-end content strategy and engineering engagement. EK worked closely with client stakeholders across sales, marketing, and IT departments and conducted multiple focus groups, interviews, and system demos to understand the current state of the organization’s GTM content and content technology. EK then co-designed an updated content strategy which leveraged structured product content to optimize content operations, enabling multi-channel publication of GTM content and sales collateral.

EK’s team collaborated with key project stakeholders to design a product content model. EK’s consultants defined the structure of products, the relationship between product components, and the taxonomy necessary to traverse those relationships. The product content model now enables the intelligent assembly of sales collateral, as well as multi-channel publishing to multiple user experiences including sales enablement portals, marketing websites, mobile applications, and social media.

In addition to delivering the content strategy and product content model, EK provided the architecture and development of an enterprise content ecosystem. Expert solution architects collaboratively documented a comprehensive list of requirements and analyzed the organization’s current content tech stack. EK leveraged content strategy insights from related workstreams to identify cross-departmental touchpoints that would benefit from specific systems and illustrate where necessary taxonomy and content management system integrations would enhance content operation processes. The target solution enabled digital asset management, complex workflows, content reuse, dynamic content assembly, and multi-channel publishing.

EK delivered a solution for enterprise management of GTM content and sales collateral that leveraged prior work and analyses to create a fully customized, iterative, and immediately actionable roadmap and recommendation report for this client’s GTM content strategy. The roadmap and recommendation report included guidance for continuing the iterative development of a scalable enterprise content solution. This roadmap will help the organization sustain long-term GTM content strategy and outline short-term wins that can be implemented on a shorter timeline, including clear descriptions of how each task or workstream will benefit the organization’s business outcomes.

The EK Difference

EK’s advanced expertise in content engineering and enterprise content solutions enabled the company to optimize marketing operations and improve sales enablement outcomes. As part of our human-centered solution design methodology, EK’s team collaborated with key project stakeholders during our iterative design and development process. Our team also worked directly with system end users to ensure our understanding of their needs and concerns was accurate when designing a solution and delivering our final recommendations. EK’s Knowledge Management (KM) expertise allowed for secure multi-channel publishing to both an internal channel for sales enablement and external marketing channels while keeping product information secure and consistent.

The Solution

To address the challenge of carbon emissions created due to content storage, EK designed a web application that uses AI technologies to identify duplicate content and evaluate options for handling it. The application dashboard displays aggregate statistics on the presence and type of duplicate content, allowing users to make a decision as to whether it should be retained, updated, archived, or deleted. This provides a clear view into duplication and its connection to CO2 emissions, promoting a cultural shift among employees to increase awareness about carbon footprint and the role they play in contributing to a wider sustainability strategy.

One of the striking aspects of this effort was the sheer magnitude of the IM team’s content collection, estimated at 500 million documents and many petabytes of information. The EK team worked with our stakeholders to gather and prioritize requirements and build the application with this scale in mind, including a number of key components:

• Identification of content storage locations;
• Indexer to crawl the content collection;
• Data pipeline to convert content to a vector database that allows for closer examination;
• AI model to continuously identify duplicate content within designated content locations; and
• Method of showing scope and impact of duplicate content to the end user.

The technical team leveraged Azure Open Source AI and Power BI to design a prototype dashboard to quantify duplicate unstructured and semi-structured assets based on scans, indexes, and queries. EK also used reusable code wherever possible to further minimize computing power and carbon emissions. Leveraging the metadata and textual content, AI-based analysis can rate the likeness of other information previously indexed. 

The team created a value statement and strategic roadmap that will continue to provide guidance to the company on continued expansion of their Green IM tool. It included consideration of the complexities of their environment for topics like scaling, rollout, and customer footprint growth, underscored with the importance of change management as a critical component. As part of the roadmap, the team was also able to identify opportunities to selectively introduce proactive and reactive automation in order to help users reduce their content duplication throughout the course of their normal day, such as warning notifications when uploading content that meet a certain similarity threshold with an existing content item in a given repository (proactive) or enabling system triggers to remove duplicative content through the dashboard interface itself (reactive). The ultimate future state goal, as identified in the roadmap, is to enhance the web application and make it actionable in supporting push-of-a-button content deletion through the application itself, promoting a pure “don’t make me think” content experience and further behavioral change.

The EK Difference

EK leveraged our history with the company, our understanding of their strengths and challenges, and a balanced team of technical and strategy subject matter experts (SMEs) to proactively propose the idea of a “green” application, based on their enterprise effort to reduce greenhouse gas emissions.

The EK team also developed a customized scorecard to evaluate the pilot’s success and ensure alignment to the company’s strategic objectives, including measurable factors like:

• The ability to calculate carbon footprint with at least 80% accuracy;
• 75% of non-technical users report being able to use the application on their first try with minimal training; and
• A solution that abides by all architectural and security requirements established by the technical team.

This comprehensive understanding of the challenge, paired with the delivery of a tailored mechanism for assessing the proof of concept’s success, enabled EK to perfectly position the organization to take on similar efforts in the future.

The Solution

EK architected and developed a Sales Enablement Proof of Concept (POC) built in a CCMS with a front end in React. This POC broke the content in slide decks down into topical components that could then be efficiently assembled into customized microsites by representatives in the field. These highly configurable microsites allowed sellers to efficiently customize their sales collateral for the needs of buyers.

For example, content about a research study might have components for Overview, Methods, Design, and Results. When a representative wanted to discuss just the general details of the study, they had the option to only include the study Overview component in their microsite, so as not to bog down their conversation with unnecessary details. The content in the Dynamic Content POC was also much more conducive to being used on the go, by being available in a URL instead of a .ppt file that required downloading, and by being searchable both using keywords or via the site navigation. These features made it much easier for sales representatives to fluidly navigate from topic to topic during their conversations with medical professionals, customizing their presentation on the fly to respond to the lead qualifying information. The content model also accounted for regulatory and compliance rules by creating relationships between content segments that must be shown together, or in a certain order. This way, representatives faced less of a burden to recall and adhere to compliance themselves, and could count on the content itself to be compliantly ordered. 

Finally, the POC made multimedia assets like images, graphs, and charts more findable by leveraging a specific content component for media assets. This way each asset could be tagged and described with metadata, rendering it searchable by keywords. This created a much simpler interface for representatives seeking to find a specific data point or image within many media assets. Ultimately multimedia handling requirements at the enterprise level would require a DAM, but EK was able to deliver satisfactory functionality appropriate to the POC within the CCMS.

The EK Difference

EK’s Advanced Content Team was able to provide the healthcare company with a dynamic, innovative Sales Enablement POC that solved for multiple challenges medical sales representatives were facing. EK combined industry leading content engineering expertise to redefine the shape and structure of content with user experience design best practices to ensure the solution was intuitive to navigate so that Sellers could easily and efficiently find customized Go To Market content and sales collateral. EK’s technical consultants were also able to develop an extensible POC over a short amount of time and with little risk, so that the healthcare company could quickly realize business value from their investment. Rapid delivery of working software also provided an efficient tool for testing and providing feedback on features and functionality.