Highspot, a sales enablement platform provider for sales content, unveiled its Content Genomics application to measure content performance. The tools is designed to help marketing and sales teams measure the overall effectiveness of content being used in the sales funnel.
Currently in beta, Content Genomics positions users to track and analyze how sales content is edited throughout the sales cycle and how those revisions impact customer engagement and content ROI. The tools can also help confirm that messaging remains consistent when these revisions take place.
“Based on our analysis of customer data, we’ve found that 80% of marketing and sales presentations are modified and remixed before they are delivered to the customer, so without Content Genomics, you miss 80% of the picture,” says Robert Wahbe, co-founder and CEO of Highspot. “Marketing teams create an arsenal of content, but when it changes in the field, they lose all visibility into its performance. Content Genomics lets marketing and sales find out which content is performing well and what is falling flat.”