Report: Marketing Misunderstands Sales

 In All Things Productivity, Blog

New research from our State of Sales Enablement Report shows that Marketing has no idea how many unique situations Sales finds themselves in.

sales-enablement-report-cover (1)Leading analysts like IDC have, quite rightly, explained that the key to increasing sales in today’s complex selling environment lies in “the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward”.

The impact high quality and relevant content can have on a deal goes without saying and companies are working hard to turn IDC’s vision of Sales Enablement into their own reality. However, our data shows that too many companies are falling at the first hurdle.

In spite of heavy investments in marketing content, our new customer data shows that only 9% of this content is viewed more than 5 times by Sales. This data shows that Marketing has no idea how many unique and challenging situations Sales finds themselves in.

Marketing-produced content is rarely used
Our customer data shows the percentage of marketing-produced content viewed more than 5 times is extremely low, averaging at only 9%.

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Content created by the Sales organization sees far higher usage rates.
Sales-produced content is much more likely to be presented to prospects, with 57% of these materials viewed more than 5 times.

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Sales-Marketing Disconnect

There is a disconnect between the “approved content” that marketing publishes to sales, and what sales actually needs to close deals. Guided selling techniques whereby Marketing tries to create every possible slide to cater for each sales situation has proved so unsuited to today’s selling environment where reps face infinite permutations.

The high percentage of marketing content with less than 5 views aligns with research put together by the American Marketing Association who found that 90% of marketing-produced content goes unused by sales.

Inevitably, the question that arises next is where does the content come from that sales reps use instead of “approved content”? Our data shows that usage rates for content created within the Sales organization is far higher than anticipated at 57% viewed 5 or more times.

What our data confirms is that “rogue content” is alive and well, as much a part of sales reps daily lives as it has ever been.


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