Sales Content Roi Benchmark
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Demand MetricSales Content Roi Benchmark
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Demand MetricSALES CONTENT
ROI
Benchmark Study Report
February 2018
Table of Contents
Introduction 3
Executive Summary 5
Sales Content Overview 8
Sales Content Distribution, Awareness and Use 12
Content Metrics, ROI and Revenue Attribution 16
Content Usage Visibility and Insights 23
Analyst Bottom Line 27
Acknowledgements 30
Appendix: Survey Background 31
Introduction
INTRODUCTION sales content roi 4
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 anec-
dotal 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 organiza-
tion’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.
Executive Summary
EXECUTIVE SUMMARY sales content roi 6
Most of this study’s participants were from B2B organizations that have Just under half of the participants came from companies with less than
experienced revenue growth during the past fiscal year. Over three- $10 million in annual revenue, and 15 percent of companies are from firms
fourths of the study participants have marketing job titles. The respon- reporting revenues of $500 million or more.
dents came from a diverse set of industries with technology hardware or
software industries being represented the most.
Key Findings
Three-fourths of the study sample Just over half of organizations
perceive sales content as important studied report that their sales teams
to closing sales, and they use an are very poorly to moderately well
average of 6.7 different types of informed about the content that
content. exists for them to use.
Just over half of organizations in
About half of sales content
this this study report that less than
distribution occurs manually,
60 percent of their sales content
randomly, or is not done at all.
actually gets used.
EXECUTIVE SUMMARY sales content roi 7
No sales content metrics were Satisfaction with the content
tracked by 17 percent of study creation, distribution usage and
participants; 83 percent tracking measurement process doubles
some combination of basic, when automatic content distribu-
engagement, or financial metrics. tion is in place.
Less than one-fourth of study
participants can determine sales
content ROI with any precision,
and half of the participants rate
their sales content ROI as very
poor to neutral.
Less than one-third of the overall
study sample can attribute well or This report details the results and insights from the
very well content consumption to analysis of the study data. For more detail on the
customer purchases. survey participants, please refer to the Appendix.
Sales Content Overview
Sales Content Overview sales content roi 9
Sales content – pitch books, case studies, presentations, product liter-
ature, videos, and other types – is created and exists to help the sales
team close deals. This sales content overview begins by sharing how study
76
%
participants rate the importance of sales content in helping the sales team Respondents perceive sales content
do that. as important to closing deals.
Figure 1 shows this relative importance rating for all study participants, as
well as showing marketing and sales segments of the study population.
FIGURE 1: SALES CONTENT IMPORTANCE
Three-fourths of the study sample perceive sales
content as important to closing sales.
Overall Marketing Sales
10% 2%
12% 45% 31%
9% 2%
12% 47% 30%
2%
15% 14% 36% 33%
Very Unimportant Neutral Important Very
unimportant important
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