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There’s no one specific feature that business-to-business (B2B) sales professionals seem to value above all others in a sales enablement solution. In fact, according to February 2017 data from digital marketing company Regalix and enablement platform ShareDemos, these professionals are actually looking for several things.
For the most part, many senior B2B sales professionals in North America understandably just want features that make their jobs easier.
For example, a large share of respondents (76%) said they want a sales enablement solution to have a quick navigable sales collateral repository. Nearly half (48%) said they want the ability to create and edit content in a rapid manner, and 40% want the power to share content with prospects and track them.
The ability to integrate a sales enablement solution with customer relationship management (CRM) tools was also an important feature, cited by roughly two-thirds of respondents.
Other desired features included having offline access, ready-to-use playbook templates and the ability to get secure access via single sign-on (SSO).
When it comes to marketing technology tools, B2B marketers have a host to choose from. Separate data from Leadspace, a Software as a Service (SaaS) lead generation company, revealed that the tools US B2B senior marketers find most valuable are CRM.
That’s not surprising given how popular CRM tools are, and how closely they are tied to B2B marketers’ goals of driving growth and leads.
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