The report was based on data from a survey conducted in December 2017 among 314 salespeople and marketers who work for firms of various sizes; 59% work for B2B companies, 13% for B2C companies, and 28% for hybrid companies.
Only 8% of respondents say their firm can determine the ROI of individual pieces of sales content; an additional 24% say their firm can estimate the ROI of specific pieces.
Some 15% of respondents say they can determine ROI for their entire content program but not individual pieces, 28% can estimate ROI for the entire program but not individual pieces, and 25% cannot measure the ROI of sales content at all.
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