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The sales process continues to shift in accommodation of a new buyer decision journey that seemingly starts later and complicates efforts to establish relationships and add tailored value to each individual buyer.

While digital content marketing works to address these challenges, the increasing volume, variety, and velocity of data stemming from these operations tend to be poorly utilized for business outcomes.

Today we explore the many ways that predictive data analytics in digital content management enhance and even evolve sales process activities.

How to choose the right metrics?

In today’s world, hundreds of metrics are available to gauge the performance of a company, and the main focus of management should always be on sales and marketing alignment, as they are responsible for driving the business. Therefore, using the right metrics to measure their performance is imperative.

But the main question is “Which metrics should I look at?”

Marketing Qualified Lead (MQL) waterfall,

As a sales rep, you’ve probably already felt the disconnect between the plethora of leads that marketing gallantly throws your way, and the qualities that a prospect must exhibit before you would even consider engaging that contact.

You’re not alone, and it’s not your fault. More likely than not, Marketing is working with a different set of goals and targets than you are, and though it may seem that a little sales and marketing alignment is in order, a quicker and less complicated solution is in dire need.

Data is quickly becoming the essential raw material of any business decision. GlaxoSmithKline (GSK) sales and marketing teams now have access to previously unavailable insights regarding the interests and engagement levels of each physician.  GSK can now witness how physicians engage with specific pieces of content—both during and after sales calls using adaptive sales enablement.  This direct feedback is coupled with Skura’s predictive analytics, which suggest the optimal message, timing, and channel to approach individual physicians.  Together, Skura's closed loop marketing solution enables the GSK marketing team to personalize approaches, provide more meaningful content, and build stronger relationships with physicians globally.

Learn more from GSK and understand how they improved their campaigns and doubled the amount of time their reps spend on calls with Physicians in 78 markets around the world.

In a perfect world, sales and marketing should be feeding off each other in order to support a more efficient and collaborative sales cycle. This includes content creation, seamless use of tracking software to provide insights and active conversations on how to improve lead nurturing tactics, all of which are sales enablement activities. Whether you’re in the sales department or on the marketing team, all of these activities are going to help you do your job better. So, why shouldn’t all of these teams be working together on sales enablement?