If you’re looking for “hard evidence” to build your case for the importance of great content, here’s a good find. Aberdeen Group’s recently released benchmark study on sales effectiveness: “Optimizing Lead-To-Win: Shrinking the Sales Cycle and Focusing Closers on Sealing More Deals”identifies those practices common to companies with shorter sales cycles and higher closing rates.
Among the sales enablers … a content management solution that provides quick and easy access to your best selling content. Analyst Peter Ostrow and his team surveyed 472 organizations, and found that top performers utilized technology enablers like contract management, electronic signatures, sales playbooks, and content management to improve sales effectiveness.
On the topic of content, the report finds that 56% more of the “Best-In-Class” companies utilize sales content repositories when compared to “Laggard” companies. Content management solutions help “reps take the guesswork out of determining what to say, send, or do regarding their prospect at each defined milestone or sales stage”. Thanks Peter for digging in on this topic. A
free copy of the full report is available here (registration required).