Sixty-five percent of sales reps can’t find content to send to prospects, 56% of companies have trouble measuring content effectiveness, 40% of companies have multiple sales portals. I found these IDC stats while researching the biggest challenges B2B organizations face today with sales enablement. The research brought to light some major issues sales and marketing departments need to address if they seek success in today’s marketplace. I’d like to discuss a few highlights of the report and how your company can avoid becoming part of these statistics by using the sales enablement technology, RO|Enablement.
The largest complaint of 65% of sales reps is they can’t find content to send to prospects.
When sales can’t find material, sales enablement efforts are not effective. With RO|Enablement, content is stored, catalogued and organized in one centralized, searchable place. It eliminates wasted time spent searching for collateral by making it easy to find when it’s needed. RO|Enablement also makes it easy for marketing to do a better job marketing sales enablement content to sales using spotlights and invitations.
56% of companies state the biggest challenge in content development and management is measuring effectiveness.
The ability to measure content effectiveness is dependent in part on distribution practices of your company. For example, it’s hard to determine what buyers do with attachments sent through company email. Did they open the email? Did they view the document? Did they find it useful? RO|Enablement sends, tracks engagement, rates and measures content effectiveness with prospects (and your internal team), giving your team the data to overcome this statistic.
Only 18% of organizations have a formal or closed loop process to measure how useful their content is.
Sales enablement platforms often have dashboards that give marketing managers a quick one-stop-shop for viewing performance. Dashboards in RO|Enablement increase managers’ visibility into content usage by prospects and success rates of collateral, giving them instant data on what’s working and what’s not. Moreover, RO|Enablement’s built-in rating system collects immediate feedback from marketing, sales, and prospects, while the system’s tracking capabilities reveal real-time engagement metrics that help marketing map content to closed sales.
48% of companies do not have a formal process to review content requests.
With RO|Enablement, content requests and suggestions for content improvement from field sales reps are sent directly to the marketing team through the built-in rating and feedback system. This keeps requests centralized in one place for quick rack-and-stack prioritization and efficient management. Then once a content request has been fulfilled, the sales team can be alerted the collateral is ready for use by deploying it in a spotlight.
46% of companies have multiple sales portals.
RO|Enablement integrates seamlessly with CRM platforms, like Salesforce.com. Since sales teams tend to use the CRM on a daily basis, integrating the two platforms makes it easy to access sales enablement tools from ONE portal. Consolidating the number of places sales reps have to login helps increase efficiency by merging daily workflows. CRM integration with RO|Enablement also increases the likelihood your sales team will actually USE the sales enablement technology, meaning you get a better return on your technology investments.