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Are You Getting ROI from Content Marketing?

Today, content creates customers. This is no secret, especially to marketers, who have spent years learning how to create content that is appealing, engaging, and compelling to their target audiences. We are rapidly reaching a level of content saturation, however, and the definition of what qualifies as engaging is a shifting target. Consumers are constantly inundated with messages. If we’re going to create relationships with customers, we have to cut through the clutter and offer them something of value for their time and attention. Only then can we gain their trust and business.

In May of this year, we surveyed 104 members of the Sales20Circle (formerly the SalesOpShop). These B2B sales leaders included heads of both sales and sales operations. The survey’s purpose was to provide insight into their level of satisfaction with their marketing content. Specifically, we focused on the key areas of content generation and quality, content alignment and distribution, and content as it relates to use by the sales force in social media.

Our goal was to uncover information that could help sales and marketing teams maximize ROI on content marketing. Sample questions included the following:

  • How satisfied are you with your content creation strategy and process?
  • How satisfied are you with the accuracy of your buying personas for each vertical market?
  • How satisfied are you with mapping your content with each step of the buying journey?
  • How satisfied are you with the quality of your content?

The results yielded some very interesting insight. In general, responses showed a moderate degree of satisfaction with the way content was developed and the quality of the content itself. In fact, more than 65 percent of those surveyed stated that their salespeople were moderately to extremely satisfied with the content they received to share with their customers.

In the area of sales and marketing content however, the satisfaction ended. To a large extent, there was dissatisfaction with content alignment, content mapping, collaboration in content creation, and the distribution planning for each organization’s content.


It is no wonder that satisfaction with the ROI on content investment, social-media areas, and number of sales leads generated was also very low. The results of this survey indicate that the first areas to begin improving are technology tools and processes for creating and distributing content. If you are interested in learning more, you can download a PDF of the survey highlights at www.sales20circle.com.


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