Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Enablement

How content usage & analytics can improve sales effectiveness

Marketing analytics are imperative for gauging marketing performance and success.

Seismic
Seismic
April 9, 2015
Woman typing at computer

Marketing analytics are imperative for gauging marketing performance and success. Sales content analytics allow marketing to measure its contribution to a company’s success in a way that sales and other parts of the organization can understand. But most metrics that marketing teams are tracking don’t go far enough down the funnel, and marketers don’t have enough visibility into the rest of the sales cycle.

For example, common marketing analytics include lead quality and quantity, download and click rates, and website conversions. But once leads are passed on to sales, it can be difficult to see how leads are interacting with your website and marketing content especially.

The key to enhanced visibility is to gain insights on content usage: how sales reps are interacting with marketing-created content, and how customers and prospects are interacting with the content that sales is sharing with them.

According to the Aberdeen Group, 40% of best-in-class companies have set up their process so teams can see how prospects and customers are consuming content, and 100% of best-in-class companies are more likely to provide marketing with extensive visibility into sales’ utilization of content and assets. Content usage analytics help companies improve this visibility to enhance their sales enablement strategies.

But there are still many companies that aren’t employing content usage analytics, and their sales and marketing teams are suffering. The challenges these teams experience are:

Little visibility into internal content usage by sales

Marketing has no idea what content sales reps are using and sharing with prospects, so there is no way for them to measure the effectiveness of collateral. For all they know, sales reps are sharing old, outdated and irrelevant content with prospects. And on the other hand, they won’t be able to analyze what is actually working in order to produce more of that content.

Little visibility into external content usage by prospects 

Without content usage analytics, sales reps are unable to see whether the collateral they send to prospects is opened or consumed. This makes it difficult to know whether content resonated with prospects, and can lead to sales reps continuing poor or ineffective behaviors because they don’t know any other way. This guess-and-check methodology is inefficient and will lose your sales organization a lot of credibility.

These two major challenges lead to random acts of sales support, longer sales cycles, and lost deals. Sending sales content out into the world with no way of tracking it is ineffective and reckless. How can your company make sure it has the right content usage analytics in place to track the success of content and get the feedback marketing requires?

  • content analytics
  • enablement

Related articles

Illustration of a woman pointing to displayed analytics.

5 reasons to use sales content management software

Did you know sales reps spend 440 hours searching for content each year?
Read More: 5 reasons to use sales content management software
Illustration of a woman making notes on a laptop and looking at analytic results.

How to uncover the truth about your sales content

Understand how and when your content is used.
Read More: How to uncover the truth about your sales content
Illustration of a seated woman pointing to large chart display.ing to

How companies can drive revenue growth through smart enablement

4 tips to help navigate digital and hybrid sales cycles
Read More: How companies can drive revenue growth through smart enablement

If you made it this far, we must be striking a chord.

Get a Demo
Seismic
  • Product
  • Seismic Enablement Cloud™
  • Sales Content Management
  • Learning & Coaching
  • Buyer Engagement
  • Content Automation
  • Strategy & Planning
  • Enablement Intelligence
  • Solutions
  • Sales Enablement Teams
  • Sales Teams
  • Marketing Teams
  • Resources
  • Blog
  • Resources Center
  • Trending Topics
  • What is Sales Enablement?
  • What is AI-Guided Selling?
  • What is Social Selling?
  • Integrations
  • All Integrations
  • Google
  • Microsoft
  • Salesforce
  • COMPANY
  • Contact Us
  • Careers
ISO 27001 Certified by Schellman
  • © 2022 Seismic
  • Terms of Use
  • Privacy Policy
  • Follow us on Linkedin
  • Follow us on Instagram
  • Follow us on Twitter
  • Follow us on YouTube
  • Follow us on Facebook