Just Published: 2016 State of Sales Enablement Report
Over the last five years, sales enablement is one area that has experienced considerable growth. Sales enablement includes a combination of the people, processes, and tools used to get the right content in front of the right person to move the sales opportunity forward. By the turn of 2016, over $66 billion was being spent annually on sales training and Sales Enablement technology.
With such a high level of spending on a relatively new business area, the time has come to take a step back and measure how successful these enablement initiatives have been. Having indexed over 3 billion content objects over the last 4 years with Docurated’s Sales Enablement software, we have amassed a great deal of intelligence about the state of sales enablement.
An expensive failure
Our data has revealed some hard truths about the state of sales enablement. While there has been a great deal of focus on the sales enablement solution, it would appear that the problem – reps being unable to get the right content in front of prospects – has been misdiagnosed, or, at the very least, misunderstood. Instead of ensuring reps have access to all the high quality content they need, marketing teams are too focused on tactical tasks like quiz creation and endless persona development.
Some of the key findings include:
- Marketing-produced content is rarely used: Only 9% of marketing-produced content is used more than 5 times.
- Sales does not realize how much high value content Marketing creates: 68% of organizations have 5 or more storage repositories resulting in a situation where reps cannot find relevant marketing content.
- Sales creates more content than Marketing: Despite conventional wisdom to the contrary, our data shows that Sales creates 40% of the content companies have at their disposal compared to Marketing’s 30%.
- The volume of enterprise content is greatly underestimated: Enterprises underestimate the amount of content they store by an average of 273 files per employee.
- Content created by Sales closes more deals than anything created by Marketing: Content created by sales reps was used in 61% of the closed won deals we analyzed compared to Marketing’s 26%.
As your company embarks on its sales enablement project, you will have an opportunity to anticipate the types of inefficiencies that are likely to arise and how to avoid them. The data in this report can help you and your company to understand the problem you are trying to solve.