Where would sales be without marketing? Your department creates the content that attracts prospects, nurtures leads, and helps close deals. This essential relationship can also be a frustrating one, however, as you determine which content works and what doesn’t. Getting the whole picture is tough, but that’s exactly what’s needed to grow conversions. Fortunately, sales enablement analytics take the guesswork out of this process from start to finish. 

The Problem with Unreliable Sources

A proactive approach must be marketing’s top goal. If you’re guessing about what sales needs, you’ll find yourself reacting instead. For proactive content creation, you need information about how each piece will be used in the field. To get this information, you could ask sales: 

• What they think is effective

• Which content they use most

• What prospects and customers respond to

• What reps dislike

Still, you may not get the full picture, and that’s not because reps often don’t have time to help. Inaccurate reporting occurs due to faulty memories, misconceptions, ingrained biases about what works, or limited feedback from prospects and clients. 

Turn to your customer relationship management (CRM) platform, and you’ll see a similar problem. The CRM lets you see who reps speak to and when. Yet it doesn’t show which content was used to make the difference between success and lost opportunity – not to mention the content that’s never used at all. 

Analytics Deliver Real Insight

Despite this, getting the information needed to drive marketing decisions doesn’t have to be a challenge. If your sales enablement platform provides analytics on content use, you have everything needed at your fingertips. You’ll be able to see which content is used repeatedly in successful meetings, what fails to excite, and what goes unused. 

This makes it easier to create great content and understand how reps can make better use of existing materials. Analytics also reveal how top performers use content in the field, offering an easy way to improve the team’s approach. At the same time, you can finally justify investment in more expensive content, like videos and 3D files – or explain to leadership why these aren’t worth a bigger portion of your budget. Best of all, you’ll give sales exactly what they need to engage clients and close more deals. 

Enable Sales, Enable Marketing

Why not make content creation, management, and deployment easier for sales and marketing with a done-for-you sales enablement app, which provides effortless, always-on access in the field and real-time analytics at a glance? Request a demo to see your content come to life in StorySlab.