The stats are out and for a lot of marketing departments, they don’t make great reading. Problems sales and marketing teams face are obvious when pointed out but the best solution can sometimes be hard to find. In an increasingly competitive marketplace, it’s more important than ever to make sure sales meetings are streamlined and impactful. To do this, there needs to be better alignment between sales and marketing, with the correct tool in place. Decreased sales productivity and wasted marketing efforts due to misalignment costs a whopping $1 trillion a year. (Source) In this article, we will look at some of the Sales Enablement statistics and how you can beat the odds and improve marketing ROI.
65% of sales reps say they can’t find content to send to prospects, representing the most common complaint cited by sales teams. (Source)
It is critical that at the point of the meeting, sales teams are equipped with everything they need to inform the client. All collateral produced needs to be in one place, with easy access. It’s important that marketing information is on-brand, on-message and up to date. A common problem voiced by marketing departments is that they’re spending too much time responding to individual salespeople who need a particular document to present, often finding a few days later the same request comes in from another salesperson. Sales teams need to be dynamic and responsive, often needing to have meetings at short notice, so it is important that time isn’t wasted trying to locate the right material to present.
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90% of Marketing deliverables are not used by sales. (Source: American Marketing Association)
All material costs money to produce and marketing departments regularly invest in more collateral than ever gets used by the sales team. Often marketing doesn’t know what material is used by the sales team in meetings once it has been pushed out. It’s important to get feedback from sales while creating collateral to ensure that not only is the brand, creative messaging and product information being put across effectively but that salespeople have material that is useful. Collateral with sales feedback gets viewed 8.5 times more frequently than collateral with no feedback. Collateral with sales feedback gets viewed 8.5 times more frequently than collateral with no feedback. (Source - Anonymized usage date on over 100,000 resources used in iPresent.)
Only 53% of all organization have their marketing and sales teams work together on large deals. (Source)
The lack of communication between marketing and sales creates inefficiencies within organizations. Sales teams are out talking to customers and prospects, if marketers were to embrace and encourage feedback, content could be greatly improved meaning it would be better used and more suited to the needs of the people using it. Tightly aligned Sales and Marketing teams benefit from 36% higher customer retention rates. (Source: MarketingProfs.)
This year, the challenge of measuring content effectiveness moves up from fourth to the second biggest challenge at 42%. (Source)
Analytics are imperative in seeing what content is being used, if it engages well with the customer and if it is effective in helping to close the sale. Without the right content tracking, it is impossible to pinpoint what is effective. Without analytics and feedback, there is no way to optimize content, to have the best messaging, and close the sales loop between marketing, sales and the customer.