The Enablement Maturity Index for Content Discovery

The LEARN Enablement Model is core to The Enablement Maturity Index for Content DiscoveryThe Trust Enablement team has launched its LEARN Enablement Framework. The Enablement Maturity Index (EMI), a core component of the framework, is used to analyze software solutions.

For each level of EMI below, the supported use cases are listed.

For this evaluation, Content Discovery begins when a customer-facing employee realizes they need content.

We will validate two scenarios and score vendors for each against the EMI defined below.

Scenario #1: Preparing for a meeting

The seller has an upcoming meeting with a prospect in the manufacturing industry. The rep wants to pull together content relevant to their conversation with this customer.

  • They need to find the relevant content while inside the CRM system looking at the deal.
  • They need to package it up and save it for use during the meeting.

Scenario #2: During the meeting

The seller is now in the meeting with the prospect, asking them a question.

  • They need to search for content to answer the question raised quickly.
  • After discovering the answer, they should either display the content or look up the answer, either performing a search in the opened document or having been taken to that spot initially.

Not: Our ROI page covers the importance of these scenarios to business productivity.  

The EMI for Content Discovery

For these two scenarios, here are the use cases we will validate against for each level of the Enablement Maturity Index.

Level 0: Absent

No search or recommendations are available. No vendor should ever fall into this level.

Level 1: Limited

Search exists but is limited to the file title and perhaps description if available in the product.

Finding relevant content in the CRM is possible but requires searching for the content without insights on what content is best for this upcoming meeting.

Seviye 2: Temel

Search exists and can be used to search for file titles, descriptions (if available), attributes (such as tags), and file contents.

Finding relevant content in the CRM, based upon the prospect’s stage and industry, is possible but driven by non-AI/ML means.

Seviye 3: Bilgilendirici

Search exists and can be used to search for file titles, descriptions (if available), attributes (such as tags), and file contents.

  • Searching allows users to filter and sort content quickly to find what they need.

Finding relevant content in the CRM, based upon the prospect’s stage and industry, is possible but driven by non-AI/ML means.

  • Within the user interface, by some means, the popularity of the content (how often used/viewed/shared) is evident.

Seviye 4: İçgörülü

Search exists and can be used to search for file titles, descriptions (if available), attributes (such as tags), and file contents.

  • Searching allows users to filter and sort content quickly to find what they need.

Finding relevant content in the CRM based upon the stage and industry of the prospect is possible. The software may use AI/ML, but the reality is most AI/ML models in enablement solutions today are not as impactful as marketing teams would like you to believe.

  • Within the user interface, by some means, the popularity of the content (how often used/viewed/shared) is apparent.
  • Within the user interface, you can see how impactful content has been on deals like this by industry, deal stage, buyer persona, product type, pain point or use case, etc.

Level 5: Transformational

Capabilities from Level 4 exist but are mostly unneeded.

Sellers choose the opportunity at this level, and deal rooms are automatically assembled for meetings.

At this level, search is now “next-level,” a concept we need to think through and not yet defined.

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