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So you want to know whether your sales content is working? You’re definitely not alone. According to a study by the Content Marketing Institute, here are the five most prevalent content challenges among B2B sales and marketing teams:

1. Producing engaging content (60 percent)
2. Measuring content effectiveness (57 percent)
3. Producing content consistently (57 percent)
4. Measuring ROI (52 percent)
5. Lack of budget (35 percent)

All of these challenges are interconnected. After all, it’s hard to produce engaging content if you don’t know what makes it engaging or effective. And without an easy way to measure and prove ROI, it’s going to be tough to get the budget you need to fully embrace the power of sales content.

Okay, here’s one more stat that’s worth noting… According to Forrester, the average customer engages with 11.4 pieces of content before they make a purchase. Your prospects are definitely consuming the content your sales reps and marketers put out there. The question is whether that content is helping or harming.

That leads us to sales content reporting. In Part 1 we walked through some foundational principles. In Part 2, we're digging into the best practices for starting sales reporting and making it useful on an ongoing basis.

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