Two-thirds of B2B companies struggle to achieve a truly collaborative process for message development, according to a report from Corporate Visions: 33% of B2B sales and marketing professionals say their message creation process is non-collaborative, politically charged, or nonexistent, and 33% say their message creation process is semi-collaborative.
Only one-third (33%) of B2B sales and marketing professionals say their companies have a collaborative process for creating content:
Below, other findings from the Corporate Visions survey, conducted in the third quarter of 2012.
Those people closest to the customer—field sales—are rarely involved in the content development process.
Among the sales and marketing professionals involved in messaging and tool creation processes, field sales reps are the least likely to be included (37%), compared with other roles such as marketing managers (75%) and marketing associates (54%):
Also, only 3% of B2B sales and marketing professionals say their company uses a repeatable process when creating content and messaging tools across the enterprise, whereas 61% say they sometimes or never use such a process when creating content: