Sales Content: It’s Time For An Overhaul

Sixty-five percent of sales content created by marketing goes unused — often because it’s outdated and unusable. In order to drive greater sales productivity, organizations must develop an ongoing process to clean out and manage this content. A cross-functional content management effort is required to ensure key constituents have their voices heard.

A typical B2B sales organization’s sales content is much like a bulging closet in which salespeople need to rummage to find things. When they can’t find what they need, they quickly become frustrated, and they often don’t come back to look again. In this report, we share a four-phase approach to building content that drives greater sales force productivity as well as share best practices within each phase.