Collateral: Where Content Mapping Originated

Printed literature that B2B companies have used for years is a go-to-market tool that is becoming extinct. More of the sales process is now online, and literature resides on web sites and in the cloud. Buyers either prefer it or are grudgingly forced to accept it. Sellers clearly enjoy the cost savings. And then there is the unanswered question of ROI. How do you prove the value of literature used on sales calls?  Such metrics essentially don’t exist. But there are aspects of sales literature programs that have merit today. Continue reading