RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
SURVEY METHODOLOGY
WHY:
Our main objective was to understand what is working and what is not in terms of your content mark...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
HOW CAN YOUR COM...
RICHARDSON
1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103
TEL 215.940.9255 | WWW.RICHARDSON.COM
Contact the Rich...
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V2 content marketingsaleseffsurvey_article

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V2 content marketingsaleseffsurvey_article

  1. 1. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com CONTENT MARKETING AND SALES EFFECTIVENESS SURVEY ESTABLISH A COHESIVE, TWO-WAY COMMUNICATION STREAM BETWEEN YOUR SALES TEAM AND MARKETING DEPARTMENT Our main objective was to understand what is working and what is not in terms of your content marketing strategy. Furthermore, to identify where the gap lies between the provocative content and thought leadership marketing creates and your sales team’s ability to use that content to find new customers, win opportunities, and grow strategic accounts. RESEARCH CONDUCTED BY RICHARDSON
  2. 2. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com EXECUTIVE SUMMARY OVERVIEW OF FINDINGS • Sales reps do not understand your company’s content marketing strategy. • Your sales reps and managers are reading and reviewing your content, but are struggling to find value that is easily transferrable to your customers. • Your content’s purpose is not meeting the objectives and initiatives of your sales team. • Although thought provoking, your content is not assisting sales reps and managers throughout the selling process. • Sales reps and managers are looking for content that is relevant and applicable to the solutions your company sells. RECOMMENDATIONS • Establish a two-way communication stream between your sales team and marketing department. • Supply content that enables your sales team. • Connect your sales teams with your marketing efforts – establish integration and identify any existing blind spots. • Tightly align marketing initiatives to specific sales goals and objectives to generate more high-quality leads. • Recognize the need for a collaborative effort between marketing and sales, and ask for feedback. We have outlined additional detail in the following pages of this report. As you consider your content marketing strategy, we encourage you to think from the perspective of your sales team and your marketing team, in hopes of more closely aligning the two to generate more opportunities. “B2B companies’ inability to align sales and marketing teams around the right processes and technologies can cost them upwards of 10% or more of revenue per year” (IDC, 2011).
  3. 3. SURVEY METHODOLOGY WHY: Our main objective was to understand what is working and what is not in terms of your content marketing strategy. Furthermore, to identify where the gap lies between the provocative content and thought leadership marketing creates and your sales team’s ability to use that content to find new customers, win opportunities, and grow strategic accounts. WE ALSO AIM TO: • Analyze the effectiveness of your content marketing strategy. • Detect blind spots between your sales team and marketing efforts. WHEN: Q1 2013 HOW: We conducted an online survey geared towards sales managers and reps WITH WHOM: We collaborated with Selling Power™ Magazine to bring you this survey SURVEY PARTICIPANTS: Over 400 responses from sales managers and reps were collected RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com
  4. 4. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com KEY TAKEAWAYS: • Nearly 50% of your sales reps and more than 1/3 of your managers do not understand your content marketing strategy. IMPLICATIONS: • 57% of sales pipelines are generated by marketing*. • Without an understanding, your sales reps and managers cannot employ an “Always Be Sharing” attitude. • Your company is missing out on the following benefits: • Continuous learning among sales team. • Credibility as a trusted resource. • Growing your pipeline. I UNDERSTAND MY COMPANY’S CONTENT MARKETING STRATEGY. 50% SALES REPS MANAGERS AGREE DISAGREE 46% 54% 35% 65%
  5. 5. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com KEY TAKEAWAYS: • Much of what you publish and sponsor is being read, but nearly 1/4 of sales reps do not read your content at all. IMPLICATIONS: • Lack of integration and communication between sales and marketing leads to missed opportunities. • Without reading the content, sales reps are less informed. • According to Genius.com, 66% of buyers indicate that “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider. I READ THE CONTENT MY COMPANY PUBLISHES OR SPONSORS. SALES REPS MANAGERS AGREE DISAGREE 23% 77% 17% 83%
  6. 6. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com KEY TAKEAWAYS: • Only 2/3 of your sales reps believe your content is valuable and relevant to your customers, while more than 1/4 of managers do not agree. IMPLICATIONS: • Lack of preparation for sales presentations, buyer interactions, and conversions. • It is possible that your sales reps and managers do not know how to use your content effectively in the sales process. • Your sales reps may be spending more time trying to find valuable content, decreasing their efficiency and adding on more time to close the deal. THE CONTENT MY COMPANY PUBLISHES IS VALUABLE TO OUR CUSTOMERS. SALES REPS MANAGERS AGREE DISAGREE 35% 65% 26% 74%
  7. 7. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com THE CONTENT MY COMPANY PUBLISHES HELPS TO: 25%75% 31%69% 22%78% 31%69% 63%37% 67%33% 48%52% 57%43% 50%50% 59%41% 49%51% 58%42% DIFFERENTIATE OUR BRAND CREATE MARKET AWARENESS GENERATE QUALIFIED LEADS RETAIN KEY ACCOUNTS GROW KEY ACCOUNTS IMPROVE MY SALES EFFECTIVENESS Your content is NOT supporting lead generation for sales reps or managers. SALES REPS AGREE SALES REPS DISAGREE MANAGERS AGREE MANAGERS DISAGREE W S
  8. 8. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com I AM CONFIDENT IN USING THOUGHT PROVOKING CONTENT TO: 39%61% 46%54% 36%64% 50%50% 36%64% 51%49% 41%59% 60%40% 47%53% 56%44% 64%36% 71%29% SUPPORT MY PROSPECTING EFFORTS CREATE NEW OPPORTUNITIES INFLUENCE EXISTING OPPORTUNITIES TO MY FAVOR MOTIVATE CUSTOMERS TO BUY DISRUPT A CUSTOMER’S MINDSET UPSELL EXISTING CUSTOMERS Is your content ASSISTING your sales reps and managers beyond the first stage of the sales cycle? SALES REPS AGREE SALES REPS DISAGREE MANAGERS AGREE MANAGERS DISAGREE
  9. 9. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM HOW CAN YOUR COMPANY BETTER HELP YOU USE THOUGHT PROVOKING CONTENT TO SUPPPORT YOUR SELLING EFFORTS? 64%36% 48%52% 80%20% 77%23% 41%59% 43%57% 49%51% 35%65% 61%39% 49%51% 54%46% 54%46% 61%39% 60%40% 63%37% 53%47% 65%35% 52%48% SELF PUBLISH CONTENT MORE FREQUENTLY LICENSE THOUGHT PROVOKING CONTENT AND RESEARCH MORE FREQUENTLY IMPROVE CONTENT RELEVANCE TO OUR CUSTOMERS BETTER INFORM ME WHEN WE RELEASE NEW CONTENT HELP ME BETTER UNDERSTAND HOW TO USE THOUGHT PROVOKING CONTENT TO WIN DEALS HELP ME UNDERSTAND HOW THIS CONTENT RELATES TO OUR CUSTOMERS HELP ME BETTER UNDERSTAND HOW TO USE THOUGHT PROVOKING CONTENT TO PROSPECT HELP ME BETTER UNDERSTAND HOW TO USE THOUGHT PROVOKING CONTENT TO GROW KEY ACCOUNTS CREATE A STRONGER LINK BETWEEN THE CONTENT AND THE SOLUTIONS WE SELL “I don’t need more, I need BETTER.” SALES REPS AGREE SALES REPS DISAGREE MANAGERS AGREE MANAGERS DISAGREE
  10. 10. RICHARDSON 1818 MARKET STREET | SUITE 2800 | PHILADELPHIA, PA 19103 TEL 215.940.9255 | WWW.RICHARDSON.COM Contact the Richardson Team at 215-940-9255 or visit us on the web at www.richardson.com RICHARDSON: SALES TRAINING & STRATEGY EXECUTION Richardson helps leaders prepare their organization to execute sales strategies and to achieve business objectives. We have the expertise and resources to help you scale your initiative quickly and confidently across your entire sales force and supporting functions. With you, we establish sales best practices, evaluate talent, build capability and consistency through world class training, and sustain necessary change. We ensure your solution reflects your unique culture and values, which drives rapid adoption and lasting results. COPYRIGHT © 2013 RICHARDSON. ALL RIGHTS RESERVED.

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