The marketing team is the one most commonly responsible for creating the content that salespeople use in their selling efforts, according to respondents to the 2016 Sales Enablement Optimization Study from Seismic and CSO Insights. Results from the survey indicate that marketing might need to up its game, though.
Indeed, only a minority (48.6%) of executives surveyed say that the quantity of content provided to salespeople meets or exceeds expectations, and even fewer (43.9%) feel that the quality of the content provided meets or exceeds expectations.
So what kind of content should marketers focus on more? It may help to look at the types of customer-facing content and tools that B2B executives feel are most effective.
Topping the list is product collateral, considered to meet or exceed expectations by a majority (55%) of respondents. Close behind are technical and product presentations, which 53% believe meet or exceed expectations. Research has shown that these are among the most widely consumed content types by B2B tech buyers. Read the rest at MarketingCharts.com.
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