CIO Magazine: Getting a Handle on Marketing Technology

CIO Magazine: Getting a Handle on Marketing Technology

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    Interesting article from Tom Kaneshige at CIO magazine highlighting Highspot and how we score content based on its performance in the sales cycle.

    Highspot: Every marketing tech conference will have a theme on content, whether it’s creating original content, aggregating content or amplifying earned content. Highspot, which recently raised $9.6 million in a Series A round, has built a content-scoring engine. It looks at a company’s marketing collateral, such as PowerPoint slides, case studies, data sheets, brochures, call scripts and battle cards, and analyzes how well they performed.

    Judging and scoring a piece of content’s performance is tricky, because it’s unclear what the content’s role might have played in, say, a sale.

    “This attribution problem is real,” says Highspot co-founder and CEO Robert Wahbe. “One of the ways we try to solve this is to shorten the time horizon. Did this brochure help close a 9-month deal? Hard to say. But did this brochure move to a conversation or proof-of-concept? That’s better.”

    Read the article at CIO.com.

    By Highspot Team

    We deliver the only unified enablement platform that drives GTM productivity. By combining guided selling, continuous learning, and always-on coaching into one seamless experience backed by end-to-end analytics, our platform empowers your GTM teams to break down silos and drive predictable growth.

    We are focused on realizing the full potential of AI for GTM teams in our purpose-built platform. Highspot delivers a unified experience and analytics, ensuring unmatched AI accuracy and relevance to improve productivity across your entire GTM team. Executing your strategic initiatives with Highspot increases revenue, drives consistent rep performance, and increases sales and marketing return on investment.

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