Resource Overview

Demand Metric and Seismic partnered to better understand the current state of B2B sales content ROI and the factors that drive it. 

Sales Content ROI Benchmark Report

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Introduction

For as long as there has been a sales function with a marketing team that creates assets to support it, the question persists: what kind of return comes from the investment in sales content?

It’s a question that goes largely unanswered because marketing and sales teams historically haven’t had the means to determine sales content ROI with any precision.

For most, determining sales content ROI is done by combining anecdotal information with partial data or is just pure guesswork. If, however, an organization could determine the ROI of its sales content with some degree of precision, it would have the means to optimize the effectiveness of its content and get an even greater return.

Demand Metric and Seismic partnered to better understand the current state of B2B sales content ROI and the factors that drive it. The research effort was guided by a key research question: does using a Sales Asset Management (SAM) platform enable a more precise understanding of sales content ROI?

Furthermore, does SAM usage allow better attribution of revenue to content and encourage usage of a higher percentage of an organization’s content assets by the sales team?

This report answers these questions, presents other insights, and provides some best practices that relate to sales content effectiveness and ROI.

 

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Sales Content Overview
  4. Sales Content Distribution, Awareness and Use
  5. Content Metrics, ROI and Revenue Attribution
  6. Content Usage Visibility and Insights
  7. Analyst Bottom Line
  8. Acknowledgements

  9. Appendix - Survey Background

 

Research Methodology

This 2017 Sales Content ROI Benchmark Study survey was administered online during the period of November 10 through December 8, 2017. During this period, 314 responses were collected, 300 of which were qualified and complete enough for inclusion in the analysis. Only valid or correlated findings are shared in this report. The representativeness of this study’s results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.