How do you assess which sales enablement materials are the most effective?

This is always a difficult one. Sometimes it can be easier to solve with technology, while other times it's a bit more difficult to track/measure. With technology: You can track which content is being sent out/used You can track how many reps are 'customizing' a deck in their workspace etc. However, the issue with this is that you might see a pitch deck you worked hard on isn't being used at all. In that case, you need to evalutate whether its an adoption issue or a quality issue (ie. not the ri ...Read More

There is no single golden arrow. Every piece of material has its role in the process. I look at effectiveness from two perspectives. One - did the salesperson use it? Two - did the prospect use it? Fortunately, there are tools for this today. You should be using a tool like Seismic, Highspot, or Docsend. These tools also allow for a third important measure - did the prospect pass it around to the buying group? Now you’re hitting the right notes. If the salesperson doesn’t use something, it doesn ...Read More

To assess the performance of sales enablement materials, I recommend using a mix of feedback and usage data. Feedback. Regularly gather feedback from the sales team through surveys or interviews about the usefulness, relevance, and user-friendliness of the materials. This type of direct feedback can highlight what’s working and what’s not. This approach also allows you to target feedback from critical sales representatives / customer segments. Usage Data: Leverage analytics tools to track how of ...Read More

Collect insights through customer research. Research should be done regularly to get feedback from prospects or existing customers to find out what their needs are, and how to best position yourself during each point in their discovery journey (sales being a touchpoint in that journey). You can also ask them to evaluate the various types of materials and give feedback on which ones are compelling in their decision journey Set up any new enablement materials as a test - with clear metrics to meas ...Read More

This is a real challenge, and I am curious to hear how other PMMs do this! My suggestion would be to take the onus off of sales in manually tracking how often they are using assets and how effective they are, and instead find ways to proactively get that feedback. One thing that I have done in the past is survey the sales team on which assets they use most frequently. It was a basic Google form that had them rate various assets in our content library (pitch deck, ROI calculator, product one-page ...Read More