The Pulse: Empowering High-Performing Sales Reps With Content Late In The Sales Cycle

The 2016 Sales Talent Study asked B2B sales professionals about their usage of — and preferences for — sales empowerment content. High performers and low performers prefer different content types and have different usage patterns, especially in the late stage of the sales cycle. High-performing sales reps consume one-third more empowerment content for internal learning purposes than their low-performing peers and engage with twice as much empowerment content at the end of the buyer’s journey to more effectively close deals. They balance their acquisition of internal knowledge with a patient, metered approach that results in stronger quota attainment and more targeted and knowledgeable communications to their buyers. In this report, we review findings from the 2016 Sales Talent Study, focusing on the usage patterns and relative impact of internally facing sales content during later stages of the sales cycle.