Research Brief: Content Investments and Sales Effectiveness

1 February 2016

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Sales and marketing organizations make a wide range of investments in content, collateral, presentation aides, and other tools to support effective selling. This research provides a survey of these various investments, quantifies their effectiveness, and identifies management’s best strategies for provisioning them.

Additional questions addressed relate to sales organizations’ preferences and practices in content usage – the type and distribution medium employed, for example. Most importantly, the study explores whether organizations measure the effectiveness of the content they generate; as ideally, firms should account for content’s impact on firm performance. There are a wide number of approaches to measuring content’s impact; this project evaluated organizations’ varied practices in this area.

Our research identified sales organization’s prioritized challenges related to content management. We attempted to frame these priorities in the context of the sales process. Various sales process stages benefit from content support – from reputation building, influencing decision makers, or onboarding customers. After isolating 15 different sales process steps, this study provides respondents’ ratings of content’s importance, effectiveness, and impact for each. Additionally, we addressed content customization and accessibility, attributes important to content’s efficacy.

An initial review of findings was also featured in a webcast, which may be viewed here:

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