The 2023 State of
Sales Content
A lot of content but not enough impact.
The 2023 State of
We analyzed activity from more than one million users at 400 companies using Mindtickle to
help you understand how winning teams ensure reps are always ready to close more deals.
help you understand how winning teams ensure reps are always ready to close more deals.
400+
Companies
1M+
Users
143K+
Monthly mobile users
190+
Countries
300K+
Calls recorded
State of Sales Content
Organizations spend countless hours producing content: slide decks, one-pagers, competitive battlecards, case studies, templates, and much more. In fact, according to Forrester, the average sales rep has 1400 pieces of content to choose from at their organization.
What can organizations do to ensure the effort put into creating content translates into value during customer conversations?
We took a look:
Interactions with content per rep per week
3.5
in 2021
7.5
in 2022
That’s a 2x+ increase in content utilization since our 2022 report.
Upward trend in content usage
Take action to increase the quality and engagement of your best content
- Be patient. It can take time for sellers to get used to the content tools and resources at their disposal. But over time and with the right incentives, you should see improvement.
- Consider leveraging digital sales rooms, not just as a driver of customer engagement, but as a driver of adoption and content use internally
- Use your content analytics to identify sellers who are utilizing content the most and least often. Seek insights from both groups to drive targeted adoption efforts.
- Explore increasing your overall investment and prioritization of content development and management in response to increases in utilization and ROI.
Content can take many forms.
Consider what types of content you might be overlooking in your content strategy.
Product information/datasheets
Pricing sheets
Sales decks
Competitive intelligence
Industry data, news, and reports
Product demos
Sell sheets
Case studies/customer stories
Content templates
Win/loss analysis
One noteworthy shift from last year’s data is an increase in the frequency of geo- and language-related attribute categories. This aligns with an overall trend toward the importance of localization in content.
Internal/external
Asset types
Geogroups/regions
Languages
Products/services
File types
Industries/verticals
Competitors
Customer personas
User roles
We compared the top 10% of sales organizations in terms of overall engagement to the rest of the field. Our insights can help you increase the quality of your content.
Download the Report
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