Sales and marketing professionals agree on one thing: Content brings in contracts. Fifty-seven percent of survey respondents cited high quality content as a top driver of sales.
In light of this statistic, it would behoove companies to spend time organizing their marketing and sales enablement content libraries for easy rep access. Unfortunately, this is not the case. While 84% of respondents indicated that content search and utilization was the number one area that could improve sales productivity, only 35% of companies are actively working on this issue.
And this understandably leads to wasted time. According to the study, 31% of reps' time is spent searching for or creating content, and 20% on reporting, administrative, and CRM-related tasks. Only one-third of their day is actually spent selling. Docurated's infographic summarizing the research also covers how much money companies typically spend per rep to improve productivity, and what department (if any) owns productivity initiatives.
Originally published Jan 27, 2015 9:00:00 AM, updated June 15 2021