Fellow Americans (or wherever you’re from, we like everyone), we gather here today to take stock of the state of content analytics and ROI. Now, I won’t lie to you. What kind of important figurehead would lie to the populace at large? That would be downright evil and a miscarriage of the faith you’ve placed in me.
Anyway, about the state of sales content measurement. It’s not good! It’s bad. Less than one-fourth of organizations can measure the ROI of their sales content. These pieces of content are being produced by hard-working individuals who hope it is put to good use. No one who builds a car hopes it sits unused in a parking lot somewhere. Over half of organizations report that less than 60% of their content actually gets used. If you have even a cursory understanding of supply and demand, you will realize that statistic is an ominous one for our content economy. Content creators need to be creating content that is useful to sellers and actually closes deals. More so, organizations need to be able to measure how that content performs and how much revenue it drives.
Measuring the effectiveness of your content efforts is one of the most important things an organization can do. Understanding how content performs leads to better materials, increased alignment between Sales and Marketing, and more closed deals.
Because any good leader worth their salt would attempt to inspire hope for a better future and not sow seeds of fear and mistrust, I also come bearing good news. There is hope to remedy this bleak existence in which we currently reside. The new era of content analytics is upon us. No longer must you stand in the darkness unaware of how your content affects your bottom line. Sales enablement solutions have been designed by our finest minds to unlock the insights you’ve long sought. Engagement statistics, ROI, usage analytics, all of these and more can be right at your fingertips!
But, because I know we are a contingent of people who are always hungry to learn more, I suggest you attend an upcoming webinar to learn more about the state of sales content measurement & ROI. I don’t have all day to stand up here and lecture you about this you know. I got places to be, people to see.
