Voortman Sales Portal

Designing a scalable content ecosystem for sales and marketing

What is Showpad

Showpad is a sales enablement platform that helps teams find, present, and share marketing and sales content with customers. It’s typically used by sales teams to access up-to-date materials, create presentations, and track engagement with shared content.

In this project, Showpad was used as the front-facing experience, while SharePoint functioned as the backend content source, ensuring everything stayed centralized and up-to-date.

Challenge

Sales and marketing teams were struggling with fragmented content spread across SharePoint, local drives, and outdated Showpad structures. Finding the right asset was time-consuming, content was duplicated, and there was no clear ownership or consistency in naming, tagging, or structuring files.

This resulted in:

• Low adoption of Showpad as the primary platform
• Difficulty finding relevant, up-to-date materials
• Duplicate and outdated files across teams
• Inefficient workflows and unnecessary ad-hoc requests

The core challenge was to create a single, intuitive system that could serve multiple teams, regions, and use cases, while remaining scalable and easy to maintain.

Approach

I designed a unified content ecosystem by connecting SharePoint as the source of truth with Showpad as the user-facing layer.

Key design decisions included:

• Structured experiences
  Clear entry points (Voortman, LogicSteel, Sales, Library, Mediabank) tailored to different user needs.
• Smart content architecture
  A system based on tags, smart folders, and content profiles to dynamically filter content by language, region, product, and use case.
• Elimination of duplication
  Content appears in multiple contexts through tagging instead of being copied, ensuring everything stays up-to-date.
• User-centered filtering
  Users can quickly find relevant materials through filters instead of navigating complex folder structures.
• Scalable governance model
  Clear naming conventions, tagging principles, and syncing rules ensure long-term consistency.
• Collaboration-first mindset
  All content is shared and accessible, reducing silos and improving cross-team efficiency.

Solution

The final solution is a dynamic, self-organizing content platform:

• SharePoint acts as the single source of truth
• Showpad delivers personalized content experiences
• Smart folders and tagging automate content organization
• Content profiles tailor visibility per user, role, and region
• Shared templates accelerate collaboration and reuse

This approach removes manual maintenance while making the platform scalable and future-proof.

Result

The redesign led to clear improvements in adoption and usage:

• +5.4% Shared Space Use (39%)
  Increased collaboration and reuse of standardized content
• +6% Downloads
  Higher engagement with available materials
• +8% Active Users (92%)
  Strong adoption and daily relevance across teams

With the following impact:

• Faster access to the right content
• Increased trust in Showpad as the main platform
• Elimination of duplicate and outdated files
• Scalable system supporting global teams