The QuickStart Guide to Content Intelligence [New Guide]
The modern enterprise is absolutely inundated with content. Marketing creates content to power their outbound and inbound campaigns, while Sales relies on a range of materials including playbooks, presentations, and case studies to move deals through pipeline.
Elsewhere, information is circulated around the enterprise like never before and across multiple channels – email, Slack, intranets, CRMs, and cloud storage services are all part of enterprise infrastructure.
In this data-heavy environment, it is extremely difficult to tell the signal from the noise. With so many disparate systems in operation – each containing highly valuable data and metadata – invaluable insights are getting lost in the sea of information.
Why Content Intelligence?
We live in a heterogeneous world, structured and unstructured data is everywhere. The volume of data has increased and now lives across an ever-expanding array of enterprise locations.
What today’s enterprise is crying out for is a tool that can provide real feedback and intelligence on all content activity – both structured and unstructured. Companies need a relevance-driven intelligence solution that uses input signals from many sources and includes deep crawling of content and metadata sources, relationships and taxonomies extraction, and real-time change detection – to provide a holistic picture of relevant content.
Without any real content intelligence, strategic decision-makers are relying on an incomplete picture to drive strategy, Marketing is investing valuable time and resources in content development that may or may not be suitable, while Sales reps are still presenting irrelevant materials before prospects.
This content failure has resulted in the situation companies find themselves in today where:
- 93% of executives complain that the sales calls they accept are of little or no value.
- 55% of reps miss quota because their selling content is irrelevant.
So at a time when customers expect tailored communications, companies are still unable to deliver relevant insights – in spite of heavy investment in content. Content intelligence is the missing link between information and insights.