Today's B2B selling game is becoming increasingly difficult to navigate with digital selling, changes in buying behavior, and a volatile market. Organizations are turning to sales technology, revenue operations model and revenue intelligence capabilities to help them adapt. However, revenue intelligence is often misinterpreted, leading to confusion and inefficiencies. For true revenue intelligence, content engagement data is essential to uncover overlooked data and help organizations accurately assess deal health.
Platforms that offer revenue intelligence should combine content engagement data, buyer intent, conversation intelligence and sales engagement data into one centralized hub. With this data, marketers can better understand what is most important to buyers, accurately identify what is likely to close and replicate sales wins. Additionally, better forecasting is possible with a holistic view of the deal pipeline.
Understanding how buyers engage with content outside of sales meetings is crucial for success. When revenue intelligence capabilities include content engagement data, marketers can help their companies win and give sales leaders the insights they need. With the right technology in place, organizations can reduce customer churn and maximize revenue.
The Missing Piece of Revenue Intelligence: Content Engagement Data
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