Do you unintentionally discount work done in-house to research, develop, and distribute marketing materials? If you do, you’re not alone.
Many B2B organizations act as if that their internally-generated content costs nothing, and this couldn’t be further from the truth.
When determining the true cost and ROI of marketing materials, soft costs stemming from the internal manpower required to produce them are a major component that should be considered.
According to a recent study from Sirius Decisions, the average internal costs for B2B sales enablement content creation are significantly higher than external costs, especially for emerging and mid-sized organizations:
- $700,000 for emerging-growth organizations; 80% of total content costs
- $6.8 million for mid-sized organizations; 63% of total content costs
- $9.3 million for enterprise; 53% percent of total content costs
Those numbers are staggering, and one sure-fire way to bring down content costs and improve your marketing ROI is to deploy a sales enablement platform. By closing the loop across marketing, sales, and your customers, you can figure out the true costs of content and determine what works, what doesn’t, and why.
We hope you find the study helpful.