Best Practices

Our Veelo experts have created a handy list of best practices to help you manage content and optimize enablement.

Have questions or suggestions of other items to add? Just let us know.

Content Creation Best Practices

When should I use Paks vs. files?

Veelo supports common file types (such as PPTs and PDFs) as well as Paks. Your support strategy will probably include both. Here’s our advice:

  • You have great customer-facing marketing collateral already. Use it. Add it to Veelo or sync Veelo with your favorite content repository; we’ll keep it up to date so you don’t have to. This is particularly great for sales decks, case studies, whitepapers, videos, data sheets and the like.
  • Create Paks to help influence behavior. Favorite Pak types include questions to ask at each stage of the buying process, message points for differentiation, interactive examples of customer conversations and dialog, bundled information about a new product launch (e.g., video, key message points, customer example, press), job aids like how to enter an order, training content and more.

How long should a Pak be?

Short is sweet. Studies show sellers are more likely to reference quick hits of information to prepare before, during and after calls, and pass on longer formats.

  • Keep Pak length to 5 minutes or less.
  • When creating a Pak, be clear on your objective. What should the user be able to do after engaging with the Pak?
  • Cluster related Paks into a group (what we call a Collection), so the user can pick and choose additional information on the topic. Examples include Playbooks, Sales Onboarding Programs and Sales Kits.

Tips for Writing Content

If there’s one point we’d like to drive in, it’s keeping your content short and simple.

  • Use simple words and sentences. Be as clear and logical as possible.
  • Use active voice.
  • Write in a friendly, conversational tone.
  • Use familiar analogies and examples.
  • Put important stuff at the end.

How to Chunk Content

Enablement and support is best when it’s short, easy to digest and apply.

  • Use short sentences and short paragraphs—150 words or less. Studies show a dramatic decrease in attention when word counts increase over that.
  • Where possible, include graphics—a picture is worth 1,000 words!
  • Keep images small device-friendly: maximum 450 pixels by 325 pixels.
  • Break down tasks to 7 (± 2) steps.
  • Replace paragraphs with bullets, tables, grids, graphics, charts, audio and animations.
  • Leave plenty of white space so it doesn’t look cluttered.

Making It Interactive

Unless your Pak is meant to be a quick reference aid only, building in interactivity is important for engagement, keeping interest, and ultimately knowledge transfer.

  • Add interactivity approximately every 45 seconds to engage and keep interest.
  • Replace large text blocks with audio for instructions, examples of customer dialog and/or modeling behavior.
  • Demonstrate a task or model an example with video.
  • Label accordions with action-oriented headers and use them to hide and reveal text.
  • Include recall practice with knowledge checks, flash cards and drag and drops.

Cognitive Principles

When making Paks, include interactivity to engage your users and keep them interested. Higher engagement ultimately helps them learn, transfer and retain knowledge.

  • Multimedia: Use words and pictures together when possible; this is more powerful than words alone.
  • Interactivity: Avoid long stretches of passive viewing, as it hinders user engagement and knowledge transfer. Ideal engagement includes interaction about every 45 seconds.
  • Modality and coherence: Keep paragraphs short and leave out extraneous materials. If you have a lot of content, break them into topical blocks.
  • Redundancy: Use caution when pairing audio and text. This can create cognitive overload, which makes it more difficult for users to absorb and retain both.
  • Personalize: Conversational tones and/or stories at an 8th grade reading level tend to work best for most business users. Use analogies and examples, and sprinkle in some whimsy where appropriate. Keep your audience in mind.
  • Practice: When appropriate, include opportunities to practice, reflect on and/or apply new information in context. Real-world examples that users can model and relate to are especially powerful, because they allow your users to rehearse the thought process.

Sales Enablement Best Practices

What is sales enablement?

Everyone has their pet definition, but here’s our favorite: a scalable process for improving sales effectiveness by supporting sellers with the content, training and analytics they need to have more successful sales conversations.

What sales assets are best suited to Veelo?

What types aren’t? Veelo is a great tool for consolidating and supporting all sales and marketing assets in one reliable, easy to access spot for your team. Typical assets include:

  • Customer facing collateral that you want your sellers to share
  • Internal information such as playbooks, pricing, sales decks, and ROI calculators
  • Short job aids (process and how tos)
  • Training bursts, such as example dialog, product information, and onboarding kits.

    How do I ensure content is relevant for the user?

    The Veelo Relevance Engine™ intelligently suggests content to the seller based on sales stage, role type, prospect profile and more. Veelo also includes powerful on-demand search, so if the engine doesn’t recommend just what they need, they can easily find it themselves.

    How can analytics improve my sales enablement efforts?

    With your Veelo subscription, you’ll receive a set of dashboard reports that provide visibility for usage, content value, revenue analytics and more. You won’t have to guess which programs and content make a difference to your sellers. You can see it in real-time.

    Can I keep content somewhere besides Veelo?

    Yes, you can keep your case studies, PDFs and PowerPoints where you want them so you only have to maintain one set. Veelo will sync with your repository, ensuring users always have the latest and greatest at their fingertips.

    Should I integrate content usage data with my marketing automation system?

    You should absolutely feed usage data, such as materials shared with prospects and prospect engagement with content, into your marketing automation tool for bottom-of-the funnel lead scoring. Veelo integrates with most major marketing automation platforms.

    How does Veelo support sales onboarding?

    • The KnowledgeBoost™ module includes a customized user panel for personalization, assignment and scheduled training. For example, you can assign topical collections of training at 7-day intervals for the user, including quizzes, knowledge recall activities and other activities.
    • Guided Selling® provides support and helps reinforce desired sales behavior at each stage of the buying process.
    • Veelo reports show you usage, completion, competency and training success as it correlates to pipeline velocity.

    Best Practices Guided by Retention Science

    Why should I care about retention science?

    As users access new information, they begin the process of transferring that knowledge to working memory. Veelo makes the process faster, smoother and more effective because its tools are rooted in the science of learning retention.

    Why is learning key to enablement?

    Learning is a key component of sales and service enablement—reinforcing desired behavior and helping sellers change behavior so they sell more and service clients better.

    How does memory work?

    Memory creation consists of four basic components:
    1. Attention
    2. Encoding
    3. Memory storage
    4. Retrieval
    In sales enablement, this means you must:
    1. Get the sellers’ attention to teach them new information;
    2. Provide it in a format and situation that they can easily absorb and encode in the brain; and
    3. Repeat it.
    Allow the seller to practice recalling the information, preferably before the sales call with the actual prospect. The combination of reinforcement and recall practice strengthens memory over time and results in a higher probability of changed behavior.

    Why is context important?

    Context provides powerful reinforcement for encoding, retention and information recall. By being able to access information on-demand, or as part of a sales stage, sellers are able to associate the new information with these actions and experiences. These contextual associations provide mental cues for the brain when it later seeks to recall the information.

    Why is retrieval practice important? How do I use this?

    Retrieval practice helps people learn information more deeply and recall it more nimbly in a customer conversation. Veelo includes built-in features for adding retrieval practice, from flashcard decks, to simple games like drag-and-order, to knowledge checks. In less than a minute, you’ll improve engagement with your users and boost memory by 30% or more with retrieval practice.

    How do I use spacing?

    Breaking up new information into short chunks that are re-learned periodically is one of the oldest known techniques to deepen knowledge and recall ability. With Veelo, you can trigger reminders, games and knowledge recall at spaced intervals (usually 2, 7 and 30 days). These spaced repetitions not only reinforce what’s tricky or difficult to learn, but also keep important concepts top-of-mind.

    What is fluency illusion? How does this impact sales enablement?

    Fluency illusion is, at its heart, misjudging the depth of what we know. We’ve all experienced it: we think we’ve nailed a topic, that we don’t need to practice it again—and then we flub the test or fumble the presentation. Fluency illusion is extremely common in sales contexts and is made worse by lengthy, flat content.

    Veelo combats fluencly illusion by including spacing, knowledge recall and relevant suggestions so sellers can identify gaps in knowledge and close them quickly.

    Why does immediate application of information turbo-boost retention?

    Think of practical application—whether it’s a knowledge check or a roleplay with a mentor—as an advanced species of retrieval practice. Studies show that people remember the information and behavior more deeply—as much as 30% more.

    As sellers and customer agents absorb information in a Pak, they are able to apply the information immediately, as part of their workflow, boosting job performance in the moment and the future.