Modern buyers have greater access to information than ever before. They are both highly informed and wary of products in unprecedented ways, and because of this, sales teams are forced to adapt.

Conventional sales tactics no longer resonate with audiences. The modern buyer has changed, and businesses that don’t adapt or accommodate for that change are only setting themselves up for hardship down the line.

Today, sales is heavily dependent on getting the right information in front of audiences at key stages during the sales process — when prospects are recognizing a problem, when they are investigating solutions, and when they are ready to make a buying decision. 

A crucial part of sales onboarding is ensuring that your team has the information they need not only on your products or services, but also your sales methodology. This itself is a fundamental of sales enablement — the idea that supporting reps with data and communication tools can help overcome common sales challenges, leading to shorter sales cycles and stronger relationships with customers.

"The most valuable asset to any sales team on Earth is time. However, time is also a frequent source of trouble for sales professionals — the average salesperson spends roughly 30 hours every month creating, refining, and distributing their own content." - RingDNA

Content about improving sales processes, and particularly inbound sales, is incredibly saturated. There’s no shortage of sales strategy advice and supporting content available for savvy businesses to learn and improve from. However, there’s not a ton of information on the actual execution of those strategies. 

The success of a video campaign ultimately depends on your goals and how well you are able to stick to those goals throughout production. Measuring that success is the purpose of video analytics; the views and play rates, clickthroughs, and share rates that reveal how your audience engages with your videos.