How do you measure content usage and effectiveness within the sales process? Do you have a constant feedback loop that enables your team to attribute content engagement to business outcomes? Does this allow you visibility into standardizing best practices and measuring marketing impact?

To measure content usage and effectiveness within the sales process, I recommend tools like: Highspot to track downloads, feedback, and engagement in the process. A centralized pitch book with messaging for each major persona about key use cases and products. Engage in regular feedback discussions to understand usage and keep content relevant. To maintain a feedback loop that enables the team to attribute content engagement to business outcomes, I recommend: Having quarterly business reviews bet ...Read More

I know there are sales CMS tools that track usage metrics, which can give you a sense of what's working, but it's really just directional since some content types will always get more use than others regardless of effectiveness. What I focus on is making sure sales has the core materials they need: slide decks, collateral, customer stories, and competitive intel - all tailored for different products, solutions, industries, personas, and integrations. I work closely with sellers to refine the mes ...Read More

This is definitely one of the trickier elements of sales enablement and the quantifiable value driven through product marketing into sales enablement. In short much like the majority of PMM KPI's and metrics, its hard to have 'absolute' metrics but I have no hesitation in owning the influence on key business metrics by way of strong sales enablement. A good example of this is things like decreased Time To Close (TTC), increased Average Contract Value (ACV), and higher win rates. If PMM is enabli ...Read More

There are multiple ways I've tried to measure content usage and effectiveness. The most obvious is to be able to have platforms to help you, but I've not always been so lucky to have access to these. Thus, other ways are to set up programs and also do your own analysis. For platforms, I've used Guru and Highspot. I used both of these to store the enablement tools and track the usage (downloads, views, etc). I also really like being able to have access to Gong, which enables me to read transcript ...Read More

Jen, Jeremy, and Christine have covered the platform layer well. The tools are table stakes. Where I've seen PMM teams fail is confusing activity metrics with effectiveness proof. Here's the honest reality: most "content usage" dashboards tell you what people clicked, not what changed in a deal. A rep opens a battle card 50 times and you still lose the quarter. That number is meaningless without the context of what happened in the deals where it was used. The shift I made at UiPath was moving fr ...Read More