SOURCE: Showpad


July 29, 2014 09:00 ET

National Sales and Marketing Survey From Showpad and Demand Metric Benchmarks High Cost of a Bad Sales Experience

New Research Uncovers the Financial Impact of the Sales and Marketing Divide

SAN FRANCISCO, CA and GHENT, BELGIUM--(Marketwired - Jul 29, 2014) - Showpad, a leading mobile sales enablement solution, today released results of a global survey that reveal the massive cost of bad sales experiences. Marketing and sales professionals report that 72 percent of bad sales experiences result in a loss of revenue and 70 percent admit it takes months if not years to recover from the damage bad sales experiences inflict on prospect relationships.

Showpad also announced today a partnership with cloud business intelligence leader GoodData, to give businesses actionable analytics to increase sales success and avoid bad sales experiences by understanding what content and messages lead to revenue.

The survey, commissioned by Showpad and administered by Demand Metric, a well-known marketing and analyst firm, examines the impact of "bad" sales experiences (in-person sales meetings with poor conversion) and highlights the various disconnects and (mis)perceptions between sales and marketing teams. The full results can be found in the Showpad report "The Metrics of Bad Sales Interactions: A Sales Experience Benchmark Report," here:

Key findings from the survey include:

Leaving Money on the Table: High Revenue and Opportunity Cost

  • High Instance of Bad Sales Experiences -- Sales professionals fail to convert a sale about 70 percent of the time they engage with a qualified prospect.

  • One Bad Experience Has Long-Term Effects -- 59 percent report that a bad sales experience results in immediate opportunity loss, which is particularly painful for B2B companies that have long sales cycles (many of which occur only once every few years).

A Failure to Communicate
The survey reveals a disconnect between sales and marketing teams that creates an enormous financial impact throughout organizations. The study explores the causes of this chasm in order to illuminate the path to alignment for businesses. For example:

  • Priced Out or Valued Out? -- 60 percent of sales pros blame price as the cause for losing a deal; Marketing believes that sales should overcome price concerns through relationships and skills, while sales believes marketing should mitigate price by providing collateral that emphasizes value and de-emphasizes cost.

  • Content Contradiction -- Marketing and sales are also misaligned on the value and usefulness of marketing assets. A majority of sales pros (64 percent) think marketing content is neutral to ineffective, while 76 percent of marketing pros rate their collateral as effective.

We Can All Get Along
Achieving sales and marketing collaboration is worth the work as the survey reveals that organizations with more closely aligned deliver better revenue performance. Key insights:

  • Teamwork Trumps Silos: Sales and marketing collaboration results in won business.
  • When collaboration between sales and marketing increased, bad meeting frequency went down while close rates went up.

Showpad solves sales struggles and connects sales and marketing teams by providing marketing with critical insights and boosting overall sales performance through its mobile sales enablement platform. Showpad's integration with GoodData extends the company's analytics capabilities to provide marketing and sales professionals a deeper level of insight into the content that resonates with customers and prospects, enabling them to close more sales.

"We have seen that the cost of a bad sales experience is high, with most companies leaving millions on the table. Fortunately there are powerful solutions to help companies to overcome these challenges," said Pieterjan Bouten, co-founder and CEO, Showpad. "Delivering the right content, in context, at the right time has proven to be critical to avoid a bad sales experience. Our mission at Showpad is to arm sales people with the right marketing collateral on any device so they can sell -- successfully -- anytime and anywhere."

"The results of this recent survey clearly show that companies across the board are consistently losing revenue because of bad sales experiences," said Jerry Rackley, Chief Analyst, Demand Metric. "We've been able to derive some valuable insights that can help the marketing and sales functions understand how to better collaborate to ensure that bad sales experiences become a thing of the past."

For more information about Showpad and to read the full report, visit

About the Survey

The Demand Metric research was conducted on behalf of Showpad, which aligns sales and marketing. The study, conducted from June 19, 2014 to July 9, 2014 polled individuals from three equal groups: executives, sales and marketing.

About Showpad

Showpad is the leader in mobile sales enablement. The Showpad platform delivers contextual content to sales teams or channel partners on any device so they can sell anytime and anywhere. Powerful reporting helps enterprise businesses understand content usage and productivity to align sales and marketing efforts toward revenue goals while reducing content struggle. Founded in Belgium, with U.S. headquarters in San Francisco, Showpad empowers marketing and sales teams at more than 500 top companies around the world, including BASF, Xerox, and Audi, to optimize customer opportunities and increase sales. For more information, visit

Contact Information

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    Whitney Akers
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