July 3, 2017

Using Sales Content Analytics for Improved Sales Performance

Written by
Rachel Davidson

We hear it all the time: sales reps must capitalize on every opportunity.

A screen share presentation, a carefully customized email, even a five-minute phone call can lead to a huge business opportunity. At the same time, without the right tools in place, these opportunities can be lost before they even have a chance.

Modern analytics technology has the capability to allow salespeople to set themselves up for success in unprecedented ways. By knowing what’s working (and what’s not), reps can make informed decisions on what to share with customers, when to share it, and how. When sales teams are armed with smarter content analytics, closing more deals will naturally follow.

Today, we’re taking a look at the central role analytics play in sales enablement and how best-in-class companies are using content analytics to make smarter decisions and close more deals.

Measuring and Managing Customer Engagement

When you interact more frequently with a customer, several things happen:

  • You get to know each other qualitatively. You start to learn more about their business needs — what piques their interest, what tools or strategies haven’t worked for them in the past, and what exactly they would like to change about their business in the future.
  • You learn about them quantitatively. What types of communication do they prefer? Is it an email, a phone call, a white paper, or something else? And how much time do they have to devote to the research process? If you aren’t measuring their engagement and tracking their feedback along every step of the funnel, you’re missing a huge opportunity to learn about the customer and optimize to their needs.

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Harnessing customer insights through engagement analytics is a great way to improve performance. When you start collecting data on which pieces of content your prospects click the most, which slides they skip over, and which headlines catch their eye, the right stepping stones for building the path to a close will start falling into place on their own.

Once you can see and truly understand your prospect’s’ interests, the guesswork is done, and the real work can begin.

The Importance of Real-Time Feedback

The data you collect won’t mean a thing unless it’s available when and where you need it.

Capturing customer engagement the moment it happens is one of the first (and easiest) ways to strengthen your company’s overarching sales strategy. Tracking real-time engagement is an easy way to do this, as long as you have the right sales enablement tool in place. But another way is by making sure your sales reps have easy access to these insights in the most convenient format and location. At any given time, your reps may be looking for:

  • Highest performing sales pitch
  • Deck with highest customer engagement levels
  • Top sales training courses
  • Colleague-reviewed and rated content

Maximizing your team’s efficiency is the first step to maximizing their effectiveness. Once you’ve removed the nested file folders and tedious hoops your sales reps currently jump through to find the content they’re looking for, you’re freeing them up to spend more time doing what they do best: sell.

Time management saves money, so make sure your team’s time isn’t wasted, and your analytics won’t be either.

Driving Revenue with Sales Enablement

In a 2017 study of more than 500 B2B sales professionals, those who worked at companies with sales enablement tools reported revenue increases surpassing their peers — by a long shot. According to the survey:

  • More than 75 percent of respondents from companies using sales enablement tools reported that their company’s sales had increased over the past 12 months.
  • Of these same respondents, nearly 40 percent reported sales increases greater than 25 percent.

These trends aren’t predicted to slow anytime soon. In fact, researchers anticipate that sales enablement will remain a key productivity driver as companies scale. That means smaller companies who build their strategy from the ground up using sales enablement will have a serious leg up on the competition. It also means that larger organizations with sales enablement already in place are already in great position to utilize its full effects on their workforce. Talk about a win-win.

Don’t Make It Complicated

It’s as simple as that: Have analytics, will close.

The longer your business spends on work that isn’t driven by data, the further behind you’ll fall in your own race and the race against the competition to higher revenue, more qualified leads, and deeper customer relationships.


Rachel Davidson is a content specialist at Highspot, the sales enablement industry’s leading platform for content management, customer engagement, and analytics.