Our world is noisy – and content overload and data clutter are a thing of the current and the future. Sales and marketing content, in particular, is intended to drive an organization forward through strategic alignment to customer needs and pain points. But unfortunately, with too many cooks in a typical sales organization’s kitchen, content touch points fast become blurred, and newly created content is either buried or made stale – creating declines in the bottom line and customer value. Moreover, today’s buyers tend to change their minds as often as new data is loaded upon clicking “refresh” – so it’s critical to keep up in order to continue and sell effectively through content automation.
While it’s clear that rapidly changing buying patterns are affecting company growth and the way sales reps sell…it’s difficult to pinpoint where sales content fits into what’s either succeeding or failing. So what – if anything – is being done to understand this selling conundrum?
Qvidian’s first edition of the Content Automation Trends Report sheds light on what’s broken in the content creation, delivery, and management processes. Taking a thorough look at current industry trends, persons and departments involved, as well as additional components – the content automation report dives into this pressing question and uncovers possible solutions for successful selling. Over 300 respondents took the survey, revealing some thought-provoking trends on the state of selling content today.
Here’s a very quick peek at some key takeaways:
- When thinking of content as an essential attribute in a selling strategy, over 78% of survey respondents feel sales content is VERY important to the effectiveness of their sales reps.
- Close to 50% say that their data and content in sales assets is only somewhat accurate.
- The top three cited most used pieces of content are proposals (67%), presentations (63%), and RFPs (60%)
- Over 83% of respondents have trouble easily accessing messaging and related content just-in-time based on the selling situation.
- Only 17% of respondents say it’s easy for sales reps to locate relevant messaging and content they need in each selling situations.
- The majority of survey respondents cite that sales content creation and distribution is managed by more than 3 people, with 17% selecting 20 or more people playing a major hand in the process.
Content is not just a prerequisite to smart selling, it’s also pervasive and involving; so much so that it takes a village to handle the ongoing and ever-fluid complexity, communication, and synchronization of content creation and management. These brief findings alone expose a very real chasm in an organization’s content output and the ability, or lack thereof, to use content effectively in each selling scenario.
Check out the complete Content Automation Trends Report for detailed insights on top objectives and challenges facing communication channels in sales organizations today. Learn to leverage the right technologies to support your content strategies and automation, thereby reducing complexities and improving productivity.