A great recent article in Training Industry – Video Bytes: Just in Time Sales Training – gets at a change happening across the enterprise: video is becoming the best medium for learning initiatives. The benefits of video are rather clear, with reduced travel costs, deep engagement, and reusable content, and the impact is certain to grow through the next decade.
But there’s a catch: video alone will not meet the needs of the changing enterprise.
Research from Corporate Visions backs up the case for video – while only 9% of companies surveyed are using video in a coaching setting, organizations broadly across industries are creating incredible volumes of content.
Why does video miss the mark?
Like any content medium, a video is only effective when it is watched and absorbed. Simply getting a rep to watch a new piece of video content does little to ensure that they engage with the material, take away thoughts and ideas, and implement them in the field.
With just video, the pressure is on the sales rep to seek the content, purposely review it as many times as they need to learn and take that new message into sales conversations. If those habits seem familiar, it is because they are common to top performers, those actively seeking to advance performance. Across the balance of the team, this proactive hunt is generally less active.
Chances are, reps will review the required content a few times, perhaps occasionally refreshing themselves afterward, but ultimately forgetting most of the new message. There simply is not a mechanism in place to make broad adoption of successful video commonplace or automatic.
What’s missing? Practice.
Practice, in contrast, gives sales dedicated opportunities to purposely engage with video and do so in a way that mimics what top performers are doing. The same videos that Training Industry rightfully recommends – short, topical, engaging pieces of content – are fit into a culture of practice, which expects sales to enter the platform, portal, or database, seek or be prescribed relevant content, and review it multiple times.
Rather than being just a replacement for standard learning whitepapers, video becomes a weapon of choice for Sales, Marketing, and Enablement to deploy messages and strategies rapidly, and know that reps are practicing, and then taking those ideas into the market.
We’ve covered the idea of building vs. buying a tool, but fundamentally, systems designed to execute video across the enterprise utilize workflows, lessons, or some form of practice to drive actual viewing and engagement. Building a tool internally often just means introducing a video database to the team, with the expectation that reps view, absorb, and apply – without a means of actually tracking adoption and ensuring a degree of engagement.
The result of deploying practice goes beyond video, lifting the suite of content used to share messages and skills with the organization. Yet, with the ability of video in particular to drive deep engagement, practice becomes an incredible ally in making messaging happen.