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Revspire benchmark · Sales content and revenue

Sales content benchmark: how much content goes unused, and what wins

In Revspire customer libraries, 35% of active sales assets had no shares and no opens in the last 90 days. Every closed-won deal had at least one asset shared or viewed before close, and won deals used four more distinct assets than lost ones. Deals that followed a playbook with its recommended assets were won 36.9% of the time, against 30% without one: a 23% relative difference.

By Kavyashree SBLast updated:

  • 35%

    Share of active sales assets with no shares and no opens in the last 90 days

    Revspire customer data

  • +4

    More distinct assets shared on the median won deal than on the median lost deal

    Revspire customer data

  • 36.9% vs 30%

    Win rate when a playbook with its recommended assets was followed vs not

    Revspire customer data

This is original Revspire data: About 40 B2B companies; playbook comparison: 20 followed playbooks, 15 did not, content Hub shares, opens and buyer views, joined to closed opportunities synced from Salesforce or HubSpot, October 2025 to September 2026. The figures are aggregated and anonymized, and they describe patterns in Revspire customer data rather than proving cause and effect.

How much sales content goes unused?

35% of active assets in Revspire customer libraries had zero shares and zero opens in the last 90 days. The figure most often quoted for unused content, 60–70%, comes from SiriusDecisions research on B2B marketing content presented in 2013 (see the published evidence on our sales content usage research page). This is a current measurement from live sales libraries. It is lower, but still large: one active asset in three is costing upkeep, review time and search noise without reaching a buyer.

Active sales assets by use in the last 90 days
  • Shared or opened at least once65%
  • No shares and no opens35%

Source: Revspire customer data, October 2025 to September 2026.

  • Unused = an active (not archived) asset with no shares and no opens in the last 90 days of the window.

How much content do won deals use compared with lost deals?

Every closed-won opportunity in the sample had at least one Content Hub asset shared or viewed before close, so all closed-won revenue touched governed content. Won deals also used more of it: the median won opportunity had four more distinct assets shared than the median lost one. More content is not the goal in itself. Deals that progress go through more evaluation steps, such as a business case, a security review and procurement, and each step needs its own material; lost deals often stop before they reach them.

Content on closed opportunities, October 2025 to September 2026
MeasureResult
Closed-won revenue with at least one asset shared or viewed before close100%
Distinct assets shared per opportunity, won vs lost (median)Four more on won deals
  • An asset counts for an opportunity when it was shared from the Content Hub or viewed by the buyer before the close date.

Do sales playbooks improve win rates?

Deals that followed a Revspire playbook, using the assets the playbook recommends at each stage, were won 36.9% of the time, against 30% for deals that followed none. That is a 23% relative difference, from 20 organizations whose deals followed playbooks and 15 whose deals did not. Teams that build and follow playbooks may also be more disciplined in other ways, so treat the gap as a reason to pilot playbook-led selling and measure it on your own deals, not as a promised lift.

Win rate with and without a followed playbook
  • Playbook followed, with recommended assets36.9%
  • No playbook followed30.0%

Source: Revspire customer data, October 2025 to September 2026.

  • Relative difference = 36.9 ÷ 30 − 1 = 23%.
  • Organizations: 20 contributed deals that followed a playbook and 15 deals that did not; an organization can appear in both groups.

How to use this benchmark

  • Run a 90-day usage report on your library. If more than a third of active assets have no shares and no opens, archive or merge them before you create anything new.
  • Compare the number of distinct assets on won and lost deals. A gap much smaller than four suggests content is not where lost deals stall; a much larger gap points to missing late-stage material.
  • Attach recommended assets to each playbook stage, then compare win rates for deals that follow the playbook against those that do not, within the same deal-size band.
  • Report content by the deals it reaches, not by downloads: share of closed-won revenue touched, assets per won deal and the unused share of the library.

Method and sample

Organizations
About 40 B2B companies; playbook comparison: 20 followed playbooks, 15 did not
Records
Content Hub shares, opens and buyer views, joined to closed opportunities synced from Salesforce or HubSpot
Period
October 2025 to September 2026

The figures come from Revspire Content Hub activity (shares, opens and buyer views) and closed opportunities synced from Salesforce or HubSpot between October 2025 and September 2026, across about 40 customer organizations.

Unused content is measured over the last 90 days of the window. Asset use on an opportunity counts shares and buyer views recorded before the close date.

Revspire aggregated the data before analysis. No figure identifies a customer, a deal or a person, and each comparison group is based on at least 10 organizations.

Internal, demo, trial and test workspaces are excluded. Customer contracts allow aggregated, anonymized benchmarks.

These are observed patterns in Revspire customer data, not a random sample of all B2B companies, and they do not show that any product caused a result.

Limitations

  • Teams that follow playbooks may differ from those that do not, for example in sales maturity or deal mix; the playbook comparison does not control for those differences.
  • Libraries managed in Revspire may be better governed than the market as a whole, so unused-content rates elsewhere may be higher.
  • Content sent outside Revspire, for example as an email attachment, is not counted.

Frequently asked questions

What percentage of sales content goes unused?

In Revspire customer libraries, 35% of active sales assets had no shares and no opens in the last 90 days. The older, widely quoted 60–70% figure comes from SiriusDecisions research on marketing content presented in 2013.

Does sales content affect win rates?

Won deals had four more distinct assets shared than lost deals, and every closed-won deal had at least one asset shared or viewed before close. That is an association, not proof that content alone won the deal.

Do sales playbooks improve win rates?

Deals that followed a playbook with its recommended assets were won 36.9% of the time, against 30% for deals that did not, a 23% relative difference across 35 organizations.

How do you measure sales content ROI?

Start with three numbers: the share of closed-won revenue that touched governed content, the distinct assets used on won versus lost deals, and the share of the library unused in the last 90 days.

Can I use this benchmark in my own report?

Yes, cite it as "Revspire sales content benchmark, 2026" with a link to this page, and include the sample and time window shown in the method section.

How to cite this benchmark

Revspire, "Sales content benchmark: how much content goes unused, and what wins", 2026. https://www.revspire.io/research/content-to-revenue-benchmark

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