How do you measure the effectiveness of your sales content?

There are two ways to measure the effectiveness of your content - qualitative and quantitatively. However, before you even build anything, you must understand when and where your sales collaterals are being used in the sales process or rather where and when does your sales team need collateral.  From a quantitative perspective, I would use software like Highspot, ShowPad to see how often they are sending content out, and whether your content is actually being view and shared by customers and pro ...Read More

The most comprehensive way to measure the effectiveness of your sales content would be to implement a content management tool. Such a tool serves the materials to your reps, produces reporting, and allows you to connect the content usage to your outcomes. Pretty cool. I've been considering a tool like this but the cost and installation effort are still overkill for my company with 1000+ employees, so you probably want more of a "hack". (I can't recommend a particular tool yet as I haven't implem ...Read More

If you want any kind of quantitative data, purchasing a tool is really the only way to achieve that. I recently evaluated all the sales enablment options and went with DocSend. You can track any content engagement to accounts in SalesForce which you can tie to eventual Closed Won and Closed Lost to track true ROI.  I agree with the above comments for qualitative evaluation. It's all about building good relationships with sales so they will be transparent and candid about what works and doesn't w ...Read More

To measure effectiveness you need a tool. Just using a cloud storage platform like Google Drive or Sharepoint is not going to be enough. I also agree with Steve Fayer that the bigger an organization, the more expensive to deploy this kind of a tool. However, as the sales enablement industry matures and expands, this problem is bound to be addressed.  If you can have a content management/knowledge management tool in place, you can focus on the following metrics:  Sales Engagement. Though some peo ...Read More

That's a very tricky question as I'm guessing you know. I work in a smaller company so I simply poll my sales team and ask what is working and what isn't (and why). The sales team generally knows what content is having an impact. We do provide a lot of customer facing content via the resources page of our website and track downloads as an indicator as well. This problem gets a lot more difficult when you have a large, global sales team and don't have an adopted, centralized mechanism for accessi ...Read More

Please call your reps, more often than you do. As PMMs we are guilty of not engaging our reps as much as we should. Unless they have written off the PMM team, they will straight up tell you what is or isn't working, which you can go and implement. The other very effective option is to start a Win/Loss program so you can ask the prospects what did or didn't work. It really lays the truth out for everyone to see. There are many opinions here suggesting a tool needs to be bought. Some people swear ...Read More