How Do You Know What Kind of Content Works?

How do you know what pieces of content are effective? Do you use the analytics features of your new sales enablement content management solution, or your CRM? Or do you simply ask your sellers and managers? Maybe you’re not doing either. If not, you’re not alone. Let’s examine why this is an area that needs improvement.
Less than one-quarter of sales enablement teams consistently track what content is used, and less than one-fifth track what content contributes to higher win rates.
In our 4th Annual Sales Enablement Study, we learned that only 39.1% of enablement teams regularly assess feedback from their salespeople regarding the effectiveness of the content and tools they provide. And the numbers get smaller the more specific the questions get. Nearly one-quarter (24.0%) regularly track which content their sellers use internally and with buyers. A bit more than one-fifth (21.6%) track which content their buyers consume. And less than