Report Finds Effective Sales Asset Management Generates Revenue Gains

Feb 20, 2018

What is the result of effectively equipping sellers with the content they need in buyer interactions? An approximate 20% increase in revenue, according to a study released by Seismic and Demand Metric.

In a survey of more than 300 North American marketing and sales leaders, over half of participants estimated a revenue increase of 20% or more if the needed sales content was always available to their sellers at the right time and at each stage of the sales cycle. The study also found that marketers are the primary drivers of such potential revenue generation, responsible for the management and creation of 70% of sales content.

The study also revealed new insights about what makes sales asset management truly effective in three core areas: sales content distribution, visibility into what content sellers use, and tracking bottom line content metrics in buyer engagement.

Seismic and Demand Metric sought to find out whether there was a relationship between how content is distributed to sales and their proclivity to use said content. The study defined five separate content distribution methods:

  • Automatic: Distribution of content occurs through a CRM and/or Sales Asset Management platform. (Used by 20% of respondents)
  • Near automatic: Content is stored in a central repository or multiple repositories into which sales team members can search and download assets. (33%)
  • Manual: Content is distributed as a result of a request, and distribution typically occurs through email. (32%)
  • Random: No uniform, consistent content distribution process exists. (13%)
  • No distribution: No content or assets are distributed to the sales team. (2%)

Over 60% of respondents who use automatic distribution report most or all of their sales content being used. By contrast, less than half (44%) of organizations with manual or random distribution reported the same level of content usage. Similarly, 59% of sellers with automatic content distribution say they are moderately- to well-informed about what content exists for them, compared to just 39% of those using random or manual distribution. 

Content Usage Visibility: Room for Improvement

Sellers use an average of 6.7 different types of content during an average sales cycle, with 19% using 10 or more types. However, the study found only 38% of respondents indicated that their marketing teams receive good or excellent feedback on the content they are producing for sales. That number jumps to 58% among those who have automatic content distribution in place. 

Bottom Line Content Analytics Correlated with Improved Sales Content ROI

When it comes to tracking the effectiveness of sales content to engage buyers, many organizations remain woefully behind: 17% of respondents do not track any sales content effectiveness metrics whatsoever, and 61% are only tracking basic metrics like downloads or impressions. Only 34% are currently tracking bottom line metrics such as which pieces of content lead to conversions or contribute to revenue.

The result is that less than one-fourth of participants said they could track sales content ROI with any precision, and only half of the respondents rated their sales content ROI as good or very good. However, 80 percent of organizations that are able to track bottom line metrics say their sales content ROI is good or very good.