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The Sales Review

Learn about emerging best practices, strategies and insights on B2B sales today dedicated for the modern sales organization.

3 Reasons Why 65% Of Your Content Goes To Waste

Posted by Jamie Shanks on Jul 6, 2015 8:21:41 AM

3 REASONS WHY 65% OF YOUR CONTENT GOES TO WASTEThere’s a huge problem in the marketplace and it may be what’s slowly dripping your organization dry. In fact, this problem is potentially costing organizations millions of dollars. The issue? Unused content.

Recently at the SAVO Sales Enablement Summit, Jason Liu, CEO of SAVO, provided the exact wake-up call that many organizations needed to hear.

You see, marketing departments are creating a huge amount of content. But, according to Liu, 65% of that content is wasted. It’s not being deployed. It’s not reaching sales professionals or customers. This wasted content is costing enterprise organizations an average of $17.5 million a year!

Why is this occurring? Check out my video and read below for the three main reasons.

1. Marketing and sales are not aligned

Marketing departments are creating content that they believe meets buyers’ needs. But they aren’t consulting the sales department or the customer to find out what customers want to learn about. This creates a lost opportunity—and lost revenue.

Solution: You need to product content that your buyers want to read, which happens only when marketing and sales departments are aligned. Sales professionals know their buyers, and will be able to provide valuable feedback on the type of content buyers want.

2. Content is too focused on the bottom of the sales funnel

Most content doesn’t push people off of their status quo. It doesn’t’ focus on the “why” or consideration stage of a buyers’ journey. Instead, most sales organizations are chock full of ‘why us?’ content, also known as “who” content. This means that your content may consist of many testimonials, case studies, and client logos. But this doesn’t help your buyer identify a problem. And if a customer doesn’t know they have a problem, a customer success story won’t help, because it’s not helping you understand what problem you’re trying to solve.

Solution: Focus on “why” content that meets buyers at the consideration stage of their journey. Help customers to identify that they have a problem that your content and solutions can solve. Once they understand the problem, they will come to you for the solution.

3. Content is inaccessible to sales professionals

Companies have made it difficult for sales professionals to access content or quickly discern which content should be used for which buyer at which stage of the buyers’ journey.

Solution: Create a content library that is accessible to sales professionals, is simple to use, and will help them choose the right content for the right buyer—at the right time.

For the three reasons above, your sales force—your distribution army—isn’t sharing your content, which is costing millions of dollars. You should take this as a wake-up call, and may be one of the reasons your company wants to learn more about how Social Selling transforms organizations to create alignment between departments and function as one unit together.

Sales Acceleration Summit

Jamie Shanks

About the Author

Jamie Shanks is a world leading Social Selling expert, responsible for pioneering the space. Jamie Shanks has trained 1,000’s of sales professionals from Fortune 500 companies to solopreneurs.