With 18 use cases and counting, video has a place in almost every aspect of a modern sales enablement practice. But not every video system is ready for the task.

To get the most out of video, you need a platform that can help in creating and customizing all that video content, one that can easily manage all those videos, and one that can make sharing and searching content across all that video painless.

1. Record high-quality videos. The single most essential capability when putting video to work for your sales organization is also the most straightforward: you need to be able to record it, quickly, and ideally from anywhere.

That may sound easy in an era where everyone has a camera on their laptops and smartphones, but that’s only true if your video platform is up to the task of uploading all the different types of video all those cameras may produce, and converting them to a format that can be played back by anyone, anywhere, anytime, on any device.

Also important is just how much content you can create. Some systems may limit your team to simply recording their computer screens or only one webcam. Systems that allow for multiple cameras, multiple angles, and multiple video streams may be more flexible for your team’s needs, allowing you to better capture more aspects of complex demonstrations, include additional presenters, or simply ensure that both your presenter and their presentation can always be shown in full.

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2. Search and manage videos. Your videos are useless if your team can’t actually find them. You need a central video library to make your recordings easily available.

A modern video platform should include a video content management system (video CMS, or “corporate YouTube”). Forrester Research recommends companies considering a video CMS prioritize three features: access control (“security to control who can view what”), archiving (a way to “systematically categorize and store recorded video”), and video search, both in-video and across-library.

A video CMS can help you make the most of your video by enabling:

• Your team to quickly search for and find specific video clips and relevant moments, so they never waste time trying to find information
• Your IT team to ensure only approved users are watching your video
• You to monitor analytics, to see which videos are most popular, which viewers watch the most, and whether a viewer completed a particular video

3. Customize and share videos. The secret to breaking through with video is personalization. But customizing each video to share can be time-consuming unless your video platform makes it easy to scale.

Often your sales team may not need to customize a complete video, but merely add a personalized introduction and close. Look for a video platform with a simple video editor that can allow your team to splice in video clips, to save time and still give each message a personal touch.

Once the final video is tailored for the customer, you’ll want to ensure you have a simple way to share it. To make this easy, you’ll need a platform that can share specific video links to selected individuals by email or social media, while still maintaining security permissions to ensure everything else in your library stays private.

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