[July 30, 2015] |
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Qvidian Content Automation Trends Report Uncovers Top Objectives & Challenges Facing Sales Organization
Qvidian,
the innovator in sales
execution solutions, today released the findings from its 2015
Content Automation Trends Report, revealing thought-provoking trends on
the state of sales content today. The report takes a first-time look
into how organizations perceive sales content leveraged as a key asset
as shifting buying patterns impact company growth and shape how sales
reps sell.
Summary
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Content is a critical tool for sales to be effective and communicate
value, but the process of managing, updating and distributing it is
cumbersome at best. Automating content processes promotes
collaboration and the ability to personalize content quickly for every
unique buyer in a particular selling situation. Of course, true
success lies in creating and implementing an overarching selling
strategy to guide your sales execution.
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This Content Automation Report comes at a trying time in the selling
ecosystem, marked by rapidly changing buying patterns and shifts in
the way sales reps sell. Utilizing the most relevant content is
imperative to virtually any sales and marketing initiative, and
effective content is a key piece for sales to close deals. This report
finds, however, that the best content takes a good deal of time to
create, store and update in such a way that it is easily accessible
and useful across an organization.
Findings:
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General
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Over 78 percent of respondents feel sales content is very
important to the effectiveness of their sales reps. However, at
the same time, close to 50 percent say that their data and content
in sales assets is only somewhat accurate.
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Eighty-three percent of respondents have trouble easily accessing
messaging and related content "just-in-time" based on the selling
situation. Conversely, only 17 percent say it's easy for sales
reps to locate relevant messaging and content they need in each
selling situation.
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The top three most-used pieces of content include:
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Proposals - 67 percent
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Presentations - 63 percent
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RFPs - 60 percent
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Aligning with Buyers is Key
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Forty-nine percent of respondents cite that their data and content
in sales assets is only somewhat accurate, while nearly the same
percentage of respondent (48 percent) say content is reviewed and
updated on an as-needed basis.
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Over 75 percent of survey respondents say their frequency of
reviewing and updating sales content is only somewhat sufficient
to have timely and relevant material available and aligned with
today's savvy buyers.
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Finding & Accessing Content Remains Elusive
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Building on the difficulty of finding created content, the
majority of survey respondents cite that sales content creation
and distribution is managed by more than 3 people, with 17%
selecting 20 or more people playing a major hand in the process.
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While 78 percent of respondent feel that sales content is very
important to the effectiveness of their sales reps, 60 percent say
that their content only somewhat impacts their sales team's
ability to close deals.
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Seventy-one percent state that their content somewhat or does not
help sales teams have more effective conversations with their
buyers.
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Content Management is Not The Enemy - a Lack of It Is
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Seventy-seven percent of respondents cite that the frequency of
reviewing and updating sales content is only "somewhat," "not
very" or "not at all" sufficient.
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Sixty-one percent say that the size of their team will stay the
same, reinforcing the need to create more valuable content with
the same or fewer resources.
Key Takeaways
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Distribution and access to sales is critical
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Team workflows and collaboration for managing content is key
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Accuracy and quality in content needs to be priority
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Effective content is a key piece to the selling process
Supporting Quotes
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Christopher Faust, Chief Marketing Officer at Qvidian:
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"Understanding your buyers and knowing where they are in their
process, aligning with them quickly in order to deliver the most
relevant and personalized content assets, is key for sellers to
deliver the most compelling value proposition to buyers."
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"Content Automation is not just about right content, right time.
It's about making it that much easier and faster for sales teams
to find, access, assemble, and deliver a personalized buyer
experience that provides greater value. Deals are not won with a
piece of content. They are won because sellers aligned with their
buyer and had better conversations with the most relevant assets
at hand to support the process."
Download the complete Content Automation Trends Report here.
Report Methodology
Qvidian surveyed over 300 professionals in various sales and content
management roles from a range of organizational sizes, industries, and
global regions with 28% outside the US.
To learn more about Qvidian and see how innovative organizations are
achieving sales execution success, visit - www.qvidian.com
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About Qvidian
Qvidian provides cloud-based sales execution solutions that enable
companies to accelerate sales ramp up time, capture new business, and
optimize sales performance by closing the gap between strategy and sales
execution. The company's innovative software and advisory services offer
real-time insight to ensure sales teams do what's needed to win, by
driving repeatable methodologies and making the sales organization more
agile. With over 1,200 global customers including Dell (NASDAQ:DELL),
Citi (NYSE:C), ADP (NASDAQ:ADP), CA (News - Alert) (NASDAQ:CA), and Splunk
(NASDAQ:SPLK), Qvidian is helping organizations significantly increase
their profitable revenues while eliminating waste and reducing costs.
For more information, visit www.qvidian.com
or call 1-800-272-0047 or +44 (0) 870-734-7778.
All logos, company and product names may be trademarks or registered
trademarks of their respective owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150730005965/en/
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