Connecting Content Marketing to Sales – The Bitter Business

How to use content marketing for improved sales enablement is a big discussion point among sales and marketing leaders. Most B2B companies rely on selling by direct sales teams to generate a large percentage of their revenues. For these companies, improving sales performance is a critical business objective, and sales enablement alongside the use of social media is seen as the best method for delivering company revenue goals.

When executed correctly, sales enablement has the involvement of both marketing and sales. Content marketing resources such as research articles, whitepapers, e-books, testimonials, video content and case studies plays a vital role in sales enablement. The marketing department are the ones usually tasked with creating the content assets.

Does your sales team understand your content strategy?

Research shows there can be a mismatch between the content that marketing produces and the content the sales people need to progress their sales opportunities. The findings included that:

• Only fifty four percent of sales people and sixty five percent of sales managers understand their company’s content marketing strategy.
• While 65 percent of sales people and seventy four percent of sales managers say the content their company publishes is valuable to their customers.
• However, a full fifty two percent of sales people and forty three percent of managers say the content their company publishes helps improve sales effectiveness.

The results show that nearly 50% of sales people do not understand the content strategy. So what is the issue?

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Connecting Content Marketing to Sales – The Bitter Business