Since sales and marketing have very different goals for their use of content, it should not be surprising that about 80% of content created by most marketing departments is rarely or never used by sales, according to research from ITSMA. They also report that content creation takes up 16% of most marketing budgets and represents the largest cost category in the budget.
Companies that decide to move forward with adoption of a dedicated sales content team will find that their budget goes further as their content becomes more effective and reusable across platforms and channels
They enjoy more predictable sales cycles and a more even revenue stream
Their sales force will be more successful and turnover increases
While it takes some effort to adopt a disciplined sales content strategy, the positive medium and long-term results and competitive advantage far outweigh the initial efforts
This eBook provides a roadmap for developing a sales content strategy, including the adoption of content governance to ensure a motivated, successful, enabled sales force