Business-to-business (B2B) sales content has the ability to affect the bottom line, but recent research suggests its performance isn’t up to par.
In a July 2015 study by Qvidian, 77.8% of B2B sales/content management professionals worldwide said content was very important to the effectiveness of sales representatives.
However, content wasn’t exactly living up to its standards, as fewer than four in 10 respondents said it performed very well when it came to actually driving closed deals. Further, when respondents were asked about the extent to which sales content helped reps cross- or upsell, just over one-fifth said it did this very well. Read the rest at eMarketer.