Mapping and Measuring Content Across the Buyer’s Journey

Today’s buyers rely more heavily on technology and less on human interaction for information-gathering, so your sales team has to be equipped with effective content to move buyers through the purchase process. On average, 74% of buyers choose the rep that was first to add value and insight. However, in a recent study, SiriusDecisions found that an alarming 71% of sales leaders say that their sellers fail to connect their solution to prospects’ needs.

To address this gap, content and product marketers need to equip salespeople with content that addresses the right questions and pain points for the right persona and at the right stage.

Download the Highspot resource kit, which includes the eBook and content heatmap template, to learn how marketing and sales enablement teams use analytics to optimise content, provide content guidance to their sales teams and, ultimately, drive more successful buyer interactions.

Explore More Resources

Webinar: The 2025 State of Sales Enablement
Enablement Strategy
Webinar: The 2025 State of Sales Enablement
Catch the full session with Highspot experts and discover exclusive insights from the State of Sales Enablement 2025 report.
Ignite insurance revenue growth with personalised customer experiences
Enablement Strategy
Ignite insurance revenue growth with personalised customer experiences
Learn how leading insurers use AI to personalise outreach, streamline compliance, and boost agent performance.
Commercial banking’s definitive guide to AI and data for revenue enablement
Enablement Strategy
Commercial banking’s definitive guide to AI and data for revenue enablement
Discover how top banks use AI and unified data to deliver compliant, personalised experiences and grow revenue predictably.