Customer Engagement: Irrelevant Content Lowers Win Rates

Last week, we discussed customer engagement and its role in sales enablement, based on my session at the Sales Enablement Society Conference in Denver. Today, let’s have a look at the components of customer engagement. Let’s build on where we stopped last week:
An encouraging number, 42%, of organizations reported aligning their enablement services to the customer’s path. These organizations achieved win rates for forecast deals that were 8.1% better compared to the average win rate of the study.
From an enablement perspective, we can divide a holistic approach to customer engagement into three areas. The first is the content that is used to engage customers along their entire customer’s path. The second is training and the third is coaching. Our topic today is content.
The most effective and foundational practice is to effectively align content to the different phases of the customer’s path. Only one-quarter of organizations did so, but they