The AMA estimates that 90% of marketing materials go unused by Sales, while figures from global research firm IDC pegs the figure at 80%.
The cause? Sales content is often difficult to find and it is not modular to support stage-based selling throughout the buyer journey. What’s more, the copywriters creating the content are often removed from the sales process so the messaging lacks buyer relevancy. All of this adds up to frustration for sales reps and channel partners trying to close deals, so they create their own content assets resulting in a loss of version control.
Download our guide Improving Content Marketing ROI for Sales Enablement to learn:
- The importance of replacing content silo’s with a content repository for ease of access
- Tips for organizing assets by segment, persona, and buying stage for ease of use
- Ways to empower sales reps to build content on-demand while preserving brand governance