Content, when effective, will meet the needs of the sales team. However, according to research, up to 70% of marketing content is never used by sales. The key to increasing the effectiveness of content is to align it with the buyer needs. Businesses that prioritize alignment with customer expectations have notable improvements in sales productivity, resulting in higher revenue attainment. So how do those businesses do it?
The answer is: Sales Enablement Process and Supporting Technology
According to a recent study by Demand Metric, “The Impact of Content Effectiveness on Sales and Marketing,” there are several challenges related to sales and marketing alignment that heavily influence content effectiveness. The report dives deep into these challenges, to help businesses design best practices around content creation, deployment, usage and feedback.
Table Of Contents
Pg 3 - Introduction
Pg 4 - Executive Summary
Pg 6 - The Content Process
Pg 13 - Content Process Success Factors
Pg 20 - Content Use
Pg 23 - Content Impact on Revenue
Pg 25 - Analyst Bottom Line
Pg 27 - Acknowledgements
Pg 28 - About Showpad & Demand Metric
Pg 30 - Appendix: Survey Background
First 3 Pages
The Impact of Content Effectiveness
on Sales & Marketing
TABLE OF CONTENTS
Executive Summary 4
The Content Process 6
Content Process Success Factors 13
Content Use 20
Content Impact on Revenue 23
Analyst Bottom Line 25
Analyst Bottom Line 28
Appendix: Survey Background 30
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions:
marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers.
Then, the sales team must diligently provide feedback to marketing so that content quality
and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture.
The statistics tell the story:
when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well.
However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing.
This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets.
The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use.
This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it
affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.