Some 80% of marketing and sales professionals can’t access the content they need to help them do their jobs, according to new research.
The report, Improving the Buying Experience with Content, published by sales enablement platform Showpad, also found a similar proportion (78%) of professionals who work at companies that prioritise content think the assets available to them are subpar.
In addition, 85% of respondents said their sales and marketing strategies were better understood when supported by content.
Kyle Parrish, VP of sales at Showpad, said: “It’s clear from our research that marketing and sales professionals reap benefits from having access to the right high-quality content at the right time. High-performing teams understand how content and collaboration help them convert more prospects.”
However, there was disagreement between marketing and sales professionals over the perception of sales enablement and content’s role in this process. This underscores one of the biggest problems in businesses – tension between the marketers who drive the content strategy and the sales professionals who actively use it.
“The importance of aligning marketing and sales departments must not be underestimated, as it can lead to confusing or inconsistent messaging – ultimately resulting in missed business opportunities,” added Kyle.
