Four in five marketing and sales professionals say the content they have access to doesn't help them in their jobs, according to new research from sales enablement platform, Showpad.

The report, 'Improving the Buying Experience with Content', also showed that 78% of professionals who work at companies that prioritise content think the assets available to them are sub par.

The research also emphasises the importance of embracing sales enablement, with 85% of respondents reporting that strategies are better understood in conjunction with content. The highest performing marketing and sales professionals are most likely to have access to customised, target content and they know how to create a great buying experience by targeting their audience at the right time.

Collaboration is key for top performers

Collaboration is also a key trait of success, with highest performing marketing and sales professionals significantly more likely to collaborate very closely with each other. Seventy-five per cent of high performers cite collaboration as critical, compared with just 52% of low performers. Alongside this, 69% of top performers said they were very satisfied with the amount of collaboration between their teams.

Undoubtedly, there is disparity between marketing and sales professionals over the perception of sales enablement and content’s role in this process. This underscores one of the biggest problems in businesses – tension between the marketers who drive the content strategy and the sales professionals who actively use it.

Breaking this down, 365 of these professionals currently hold senior leadership positions, while 139 participants hold non-senior leadership roles spanning across a host of industry verticals, including technology, manufacturing, financial services, and consumer goods.

“It’s clear from our research that marketing and sales professionals reap benefits from having access to the right high-quality content at the right time,” said Kyle Parrish, vice president of sales at Showpad.

“High-performing teams understand how content and collaboration help them convert more prospects. The importance of aligning marketing and sales departments must not be underestimated, as it can lead to confusing or inconsistent messaging – ultimately resulting in missed business opportunities.”


By Jonathan Davies, editor, Digital Marketing Magazine

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