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Research

Sales enablement statistics 2026: what the research and Revspire data show

66 sales enablement statistics in one place: 27 from published third-party research, each with its source, year and sample, and 39 from Revspire's own anonymized customer benchmarks, labelled as such.

Updated By Kavyashree SB

  • 66

    statistics on this page: 27 third-party, 39 from Revspire benchmarks

  • 25

    third-party sources cited, each opened and dated

  • 76 of 93

    benchmark questions with no reliable published benchmark as of October 2026

Key sales enablement statistics for 2026

The most useful sales enablement statistics for 2026 point the same way. Buying decisions involve about 13 people (Forrester, 2024), 40–60% of lost deals end in no decision (Dixon and McKenna, 2.5 million conversations), new account executives take about 6.2 months to ramp (Bridge Group, 2026), and much sales content goes unused. The evidence is also thinner than vendor marketing suggests: of the 93 benchmark questions we researched, 76 have no reliable published benchmark.

The twelve figures below are the headline finding from each of the eight research topics, followed by four from Revspire's customer benchmarks.

  1. 60–70%of B2B marketing content goes unused (SiriusDecisions, presented 2013)

    Source: Forrester (SiriusDecisions research), 2013 · Analyst research · Method and sample not published on the page

  2. 3.7xmore likely to meet quota for sellers who partner with AI (Gartner, n=1,026, 2024)

    Source: Gartner, 2024 · Analyst survey · n=1,026 B2B sellers, surveyed January-March 2024

  3. 40–60%of lost deals end in no decision (Dixon & McKenna, 2.5M conversations)

    Source: Challenger Inc. (research by Matt Dixon and Ted McKenna), 2024 · Vendor platform data · 2.5M recorded sales conversations

  4. 49.5%of cold-call objections are dismissive, such as “not interested” (Gong, 300M+ calls, 2024)

    Source: Gong Labs (Armand Farrokh), 2024 · Vendor platform data · 300M+ cold calls

  5. 6.2 monthsaverage AE ramp to full productivity (Bridge Group, n=158, 2026)

    Source: The Bridge Group, 2026 · Independent research-firm survey · n=158 B2B companies, data collected online Q1-Q2 2026

  6. 55.2% vs 41.8%win rate on forecast deals with dynamic vs random coaching (CSO Insights, 2019)

    Source: CSO Insights (Miller Heiman Group, now part of Korn Ferry), 2019 · Independent research-firm survey · 900+ participants worldwide

  7. ~48%of deal rooms never get any engagement (Flowla platform data, 30,000+ rooms)

    Source: Flowla, 2026 · Vendor platform data · 30,000+ deal rooms created in Flowla, plus a survey of 100+ sales professionals

  8. 49.0% vs 42.5%win rate on forecast deals with vs without sales enablement (CSO Insights, 2019)

    Source: CSO Insights (Miller Heiman Group, now part of Korn Ferry), 2019 · Independent research-firm survey · 900+ participants worldwide

  9. 35% vs 28%Win rate with an active deal room vs without one, a 25% relative difference

    Revspire benchmark: Digital sales rooms · About 40 B2B companies: 24 contributed deals with an active room, 18 deals without one · October 2025 to September 2026

  10. 42% vs 26%Win rate of reps in the top vs bottom quartile of AI role-play scores

    Revspire benchmark: Practice and coaching · At least 10 customer organizations behind each figure · 12 months to October 2026

  11. 120 / 75 daysMedian days from start date to a first closed-won deal: enterprise AEs vs mid-market AEs

    Revspire benchmark: Ramp time · At least 10 customer organizations behind each figure · 12 months to October 2026

  12. 35%Share of active sales assets with no shares and no opens in the last 90 days

    Revspire benchmark: Content and revenue · About 40 B2B companies; playbook comparison: 20 followed playbooks, 15 did not · October 2025 to September 2026

Sales content statistics

The widely repeated “60–70% of content goes unused” figure dates to SiriusDecisions research presented in 2013; in Forrester’s 2023 survey, 53% of respondents said sales uses fewer than half of their enablement materials.

Published research

  • 60–70%of B2B marketing content goes unused (SiriusDecisions, presented 2013)

    Source: Forrester (SiriusDecisions research), 2013 · Analyst research · Method and sample not published on the page

  • 53%say sales uses fewer than half of their enablement materials (Forrester, 2023)

    Source: Forrester, 2023 · Analyst survey · Sample size not stated on the page

  • 19%of interaction workers’ time goes to searching for and gathering information (McKinsey, 2012)

    Source: McKinsey Global Institute, 2012 · Analyst research · MGI analysis of interaction workers’ time use

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Content and revenue benchmark · About 40 B2B companies; playbook comparison: 20 followed playbooks, 15 did not · October 2025 to September 2026

  • 35%Share of active sales assets with no shares and no opens in the last 90 days

  • +4More distinct assets shared on the median won deal than on the median lost deal

  • 36.9% vs 30%Win rate when a playbook with its recommended assets was followed vs not

Content governance benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 64%Share of reps who shared at least one asset with a buyer in a typical week

  • 18%Share of active assets past their review or expiry date

  • 120 daysMedian time from an asset's publication until it stopped being shared

All 15 questions on sales content usage Content and revenue Content governance

AI in sales enablement statistics

Gartner’s 2024 survey of 1,026 B2B sellers found those who partner effectively with AI were 3.7 times more likely to meet quota, but no published study measures how grounded AI answers to sellers are.

Published research

  • 3.7xmore likely to meet quota for sellers who partner with AI (Gartner, n=1,026, 2024)

    Source: Gartner, 2024 · Analyst survey · n=1,026 B2B sellers, surveyed January-March 2024

  • 81%of sales teams are experimenting with or have implemented AI (Salesforce, n=5,500, 2024)

    Source: Salesforce, 2024 · Vendor survey · n=5,500 sales professionals in 27 countries, March 8-April 18, 2024

  • 17–33%hallucination rate of retrieval-grounded legal AI tools (Stanford/Yale, 2024)

    Source: Magesh, Surani, Dahl, Suzgun, Manning & Ho (Stanford/Yale), 2024 · Academic working paper · Benchmark queries run against Lexis+ AI, Westlaw AI-Assisted Research and Ask Practical Law AI

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Seller search and AI benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 28%Share of seller searches that ended with no result opened

  • 18 secMedian time from a seller search to opening a result

  • 30%Share of AI assistant questions about product and solution information, the largest category

All 6 questions on AI in sales enablement Seller search and AI

Win rate, win/loss and sales cycle statistics

Research on 2.5 million recorded sales conversations found 40–60% of lost deals end in no decision, and Clozd found CRM loss reasons matched buyer interviews only 15% of the time.

Published research

  • 40–60%of lost deals end in no decision (Dixon & McKenna, 2.5M conversations)

    Source: Challenger Inc. (research by Matt Dixon and Ted McKenna), 2024 · Vendor platform data · 2.5M recorded sales conversations

  • 15%of CRM closed-lost reasons matched buyer interviews (Clozd, 1,000 deals)

    Source: Clozd (Nate Bagley), n.d. · Vendor platform data · 1,000 closed-lost deals compared with buyer win-loss interviews

  • 48%win rate for medium deals with 7–9 buyer relationships (Ebsta, 2022 data)

    Source: Ebsta and Pavilion, 2023 · Vendor platform data · 3.2M opportunities, 364 companies, $37B pipeline (2022 data)

  • How long does a B2B SaaS deal take to close by ACV band?

    Close windows: 31–60 days (small) to 150–180 days (enterprise)

    Source: Ebsta and Pavilion, 2023 · Vendor platform data · 3.2M opportunities, 364 companies, $37B pipeline (2022 data) · Moderate evidence

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Win rate & sales cycle benchmark · About 40 B2B companies · October 2025 to September 2026

  • 35% → 30%Win rate falls as deals grow, from $10k–$20k deals to deals above $100k

  • 20 / 45 / 90Median days to close a won deal: under $10k, $10k–$50k, above $50k

  • 90%Share of deals with a named competitor recorded in the CRM

Win/loss reasons benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 28%Share of recorded closed-won reasons that were product fit, the most common reason

  • 38%Share of deals lost on price that showed evidence of another engagement gap

  • 78 vs 46 daysMedian sales cycle with procurement involved vs without

All 16 questions on win/loss Win rate & sales cycle Win/loss reasons

Sales objection and competitive statistics

Gong’s analysis of 300M+ cold calls found dismissive objections make up 49.5% of objections and the top five account for 74%, but no public dataset ranks late-stage B2B objections or links them to losses.

Published research

  • 49.5%of cold-call objections are dismissive, such as “not interested” (Gong, 300M+ calls, 2024)

    Source: Gong Labs (Armand Farrokh), 2024 · Vendor platform data · 300M+ cold calls

  • <10%of deals lost on price cited budget constraints (Klue, 3,400+ interviews, 2024)

    Source: Klue (Adam McQueen), 2024 · Vendor platform data · 3,400+ buyer win-loss interviews, mostly late-stage deals

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Sales objections benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 34% vs 27%Win rate on deals with a timing objection logged vs a status quo objection

  • 24%Win rate when the buyer said "we already have a vendor", the lowest on this page

  • 12%Median discount on deals with a price objection, the deepest of five objection types

Battlecard usage benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 44% vs 31%Win rate of competitive opportunities where the rep opened the relevant battlecard vs did not (6 months to October 2026)

  • 43%Share of battlecard opens that reached proof points and customer evidence

  • 45 daysMedian time until a battlecard's opens fall by half after an update

All 10 questions on sales objections Sales objections Battlecard usage

Sales onboarding and ramp time statistics

The Bridge Group’s 2026 survey of 158 B2B companies puts average AE ramp at 6.2 months, the longest in the study’s history, while its 2025 SDR study puts SDR ramp at 3.0 months.

Published research

  • 6.2 monthsaverage AE ramp to full productivity (Bridge Group, n=158, 2026)

    Source: The Bridge Group, 2026 · Independent research-firm survey · n=158 B2B companies, data collected online Q1-Q2 2026

  • 3.0 monthsaverage SDR ramp (Bridge Group, n=351, 2025)

    Source: The Bridge Group, 2025 · Independent research-firm survey · n=351 B2B companies

  • 83%of enablement leaders report shorter onboarding with AI (Allego vendor survey, n=318, 2026)

    Source: Allego (fielded by TrendCandy), 2026 · Vendor survey · n=318 revenue enablement leaders

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Ramp time benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 120 / 75 daysMedian days from start date to a first closed-won deal: enterprise AEs vs mid-market AEs

  • 68 vs 92 daysRamp time of reps who completed AI role-plays in their first 30 days vs reps who did not

  • 21 daysMedian time from a product launch until 80% of reps were certified on it

Sales skills gap benchmark · 20 B2B companies · October 2025 to September 2026

  • 4.4 vs 3.0Average score for product knowledge vs closing, on a 1–5 rubric

  • 2.9 / 5Average score against the status quo objection, the hardest of five types

  • 78%Reps who passed a role-play certification on the first attempt (later data cut)

All 8 questions on onboarding and ramp Ramp time Sales skills gap

Sales coaching and practice statistics

CSO Insights’ 2019 study found forecast-deal win rates of 55.2% with dynamic coaching versus 41.8% with random coaching, and Highspot’s 2025 survey reports managers spend about 13 hours a week coaching.

Published research

  • 55.2% vs 41.8%win rate on forecast deals with dynamic vs random coaching (CSO Insights, 2019)

    Source: CSO Insights (Miller Heiman Group, now part of Korn Ferry), 2019 · Independent research-firm survey · 900+ participants worldwide

  • 43:57talk-to-listen ratio in the best-performing sales calls (Gong, 25,537 calls)

    Source: Gong Labs (Chris Orlob), 2017 · Vendor platform data · 25,537 B2B sales conversations from 17 companies, recorded in H1 2016

  • 62%of variance in performance ratings comes from the rater, not the person rated (Scullen et al., 2000)

    Source: Scullen, Mount & Goff, Journal of Applied Psychology 85(6), 2000 · Peer-reviewed academic study · Two samples of managers (n=2,350 and n=2,142), each rated by seven raters

  • How many discovery questions do top-scoring reps ask in a first call?

    11–14 questions (519,000 live discovery calls)

    Source: Gong Labs (Chris Orlob), 2017 · Vendor platform data · 519,000 recorded discovery calls · Moderate evidence

  • How often do frontline managers actually give coaching feedback?

    ~13 h/week self-reported (2025) vs 16% of time (benchmark database)

    Source: Highspot, 2025; Alexander Group, n.d. · Vendor survey · n=350 GTM professionals, 21 countries · Moderate evidence

  • How many reps can one manager coach effectively before quality drops?

    Average span 8.5 reps (FLSMs); 6.4 for SDR leaders (2025)

    Source: Alexander Group, n.d.; The Bridge Group, 2025 · Independent research-firm survey · Alexander Group benchmark database; sample size not stated · Moderate evidence

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Practice and coaching benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 42% vs 26%Win rate of reps in the top vs bottom quartile of AI role-play scores

  • +0.7 vs +0.2Role-play score gain (1–5 scale) with manager feedback within 7 days vs no feedback

  • −0.6Average role-play score change after 90 days without practice (1–5 scale)

Practice to performance benchmark · At least 10 customer organizations behind each figure · 12 months to October 2026

  • 48% vs 36%Stage-advance rate when the rep completed an AI role-play before the stage vs when they did not

  • 12 vs 7Buyer views per deal room when the rep completed a deal-specific role-play first vs not

  • 5 → 12Buyer views per room, from reps with certification scores below 3.0 to reps scoring 4.0–5.0

All 13 questions on sales coaching Practice and coaching Practice to performance

Digital sales room and buying group statistics

Flowla’s analysis of 30,000+ deal rooms found about 48% never receive buyer engagement, and Gartner is quoted as predicting 30% of B2B sales cycles will run primarily through a digital sales room by 2028.

Published research

  • ~48%of deal rooms never get any engagement (Flowla platform data, 30,000+ rooms)

    Source: Flowla, 2026 · Vendor platform data · 30,000+ deal rooms created in Flowla, plus a survey of 100+ sales professionals

  • 25.3 vs 15.8 minaverage viewing time, winning vs losing proposals (Proposify, 742,137 proposals)

    Source: Proposify, 2026 · Vendor platform data · 742,137 proposals sent through Proposify in 2025

  • 13people involved in the average B2B buying decision (Forrester, 2024)

    Source: Forrester, 2024 · Analyst survey · Sample size not stated in the press release

Revspire benchmark data

Aggregated, anonymized Revspire customer data: observed patterns, not proof of cause.

Digital sales rooms benchmark · About 40 B2B companies: 24 contributed deals with an active room, 18 deals without one · October 2025 to September 2026

  • 35% vs 28%Win rate with an active deal room vs without one, a 25% relative difference

  • 15 vs 1–5Unique buyer stakeholders engaged with a deal room vs without one

  • 80%Share of deal rooms that gained a new viewer after the first share

Mutual action plans benchmark · About 40 B2B companies: 22 contributed deals with a mutual action plan, 16 deals without one · October 2025 to September 2026

  • 35 daysFaster median close for deals above $50k with a mutual action plan (85 vs 120 days)

  • 35% vs 28%Win rate with a mutual action plan vs without one

  • 20%Share of plan milestones owned by the buyer rather than the seller

All 16 questions on digital sales rooms Digital sales rooms Mutual action plans

Sales enablement ROI statistics

No independent study measures revenue attributable to sales enablement per rep; CSO Insights (2019) reported 49.0% vs 42.5% forecast-deal win rates with and without enablement, and most ROI figures describe single customers.

Published research

  • 49.0% vs 42.5%win rate on forecast deals with vs without sales enablement (CSO Insights, 2019)

    Source: CSO Insights (Miller Heiman Group, now part of Korn Ferry), 2019 · Independent research-firm survey · 900+ participants worldwide

  • 88%of GTM leaders cite proving enablement impact as an investment driver (Seismic vendor survey, n=600, 2024)

    Source: Seismic, 2024 · Vendor survey · n=600 US managers and above, ±4%, fielded July 24-August 12, 2024

  • 242%ROI reported for one Highspot customer (Nucleus Research, 2022)

    Source: Nucleus Research, 2022 · Third-party ROI case study · One anonymised customer with 350+ marketing representatives; sponsorship not stated

All 9 questions on sales enablement ROI

Where is sales enablement research still thin?

Most questions enablement leaders ask have no reliable published benchmark yet. The table shows, for each topic, how many benchmark questions we researched and how many still have none as of October 2026.

Benchmark questions researched and those without a reliable published benchmark, by topic
TopicQuestions researchedNo reliable benchmarkFull research
Sales content usage1514Sales content usage research
AI in sales enablement66AI in sales enablement research
Win/loss1611Win/loss research
Sales objections108Sales objections research
Onboarding and ramp87Onboarding and ramp research
Sales coaching138Sales coaching research
Digital sales rooms1613Digital sales rooms research
Sales enablement ROI99Sales enablement ROI research

How to cite these statistics

You are welcome to use any statistic on this page. For a third-party figure, cite the original publisher and year shown beside it, and link to their page where you can; the source list at the end has every link. If you want to credit this page as well, link to it as "sales enablement statistics, Revspire".

For a Revspire benchmark figure, cite it as Revspire, the benchmark name and 2026, and link to the benchmark page, which states the sample, period and method. Describe these figures as patterns in customer data, not as causes.

Frequently asked questions

What percentage of sales content goes unused?

The most cited figure is 60–70%, from SiriusDecisions research presented in 2013. In Forrester's 2023 survey, 53% of respondents said sales uses fewer than half of their enablement materials. In Revspire's content benchmark, 35% of active sales assets had no shares and no opens in the last 90 days, measured across about 40 B2B companies.

How long does it take a new sales rep to ramp?

The Bridge Group reports an average of 6.2 months for account executives to reach full productivity (n=158, 2026) and 3.0 months for SDRs (n=351, 2025). Measured differently, as days to a first closed-won deal, Revspire's ramp time benchmark found medians of 120 days for enterprise AEs and 75 days for mid-market AEs.

Does sales enablement improve win rates?

The evidence points that way but is correlational. CSO Insights' 2019 study reported a 49.0% win rate on forecast deals at organizations with sales enablement, against 42.5% without. In Revspire's content benchmark, deals that followed a playbook with its recommended assets were won 36.9% of the time against 30%: a pattern in customer data, not proof of cause.

How many people are involved in a B2B buying decision?

Forrester's 2024 research puts the average at 13 people. In Revspire's digital sales room benchmark, deals with an active deal room engaged 15 buyer stakeholders, against one to five on deals without one.

What share of lost deals end in no decision?

Between 40% and 60%, according to Matt Dixon and Ted McKenna's analysis of 2.5 million recorded sales conversations, described in The JOLT Effect. CRM data understates it: when Clozd compared CRM loss reasons with buyer interviews on 1,000 lost deals, they matched only 15% of the time.

Where is sales enablement research weakest?

Sales content, AI and ROI. Of the 93 benchmark questions we researched, 76 have no reliable published benchmark as of October 2026, including how long content approvals take, what unused content costs and what return an enablement platform delivers. The research hub shows the gaps by topic.

Related resources

Sources

Third-party sources first, then the Revspire benchmarks. Each research page lists the sample and method behind its figures.

  1. Alexander Group. What Is the Right Span of Control for First-Line Sales Managers?. Undated page; benchmark graphic uploaded March 2023.
  2. Allego (fielded by TrendCandy). 2026 AI in Revenue Enablement Report. 2026-06-11.
  3. Challenger Inc. (research by Matt Dixon and Ted McKenna). How to Overcome Customer Indecision Using the JOLT Effect Approach. 2024-02-22.
  4. Clozd (Nate Bagley). 5 Lies Your CRM Is Telling You About Your Buyers. Undated post, accessed 2026-10-15.
  5. CSO Insights (Miller Heiman Group, now part of Korn Ferry). 2019 Sales Enablement Report: Fifth Annual Sales Enablement Study. 2019-10-01.
  6. Ebsta and Pavilion. 2023 B2B Sales Benchmark Report. 2023-02-01.
  7. Flowla. State of Digital Sales Rooms in 2026. 2026-02-17.
  8. Forrester. A Call For Zero-Waste B2B Marketing (citing Forrester’s Portfolio Marketing Survey, 2023). Blog undated; survey fielded 2023.
  9. Forrester. Forrester: To Master B2B Buying Mayhem, Providers Must Prioritize Buyers’ Needs (The State of Business Buying, 2024). 2024-12-04.
  10. Forrester (SiriusDecisions research). It’s Not Content – It’s a Lack of Buyer Insights That’s the Problem. Blog undated; the figure was first presented at SiriusDecisions Summit 2013.
  11. Gartner. Gartner Sales Survey Reveals Sellers Who Partner With AI Are 3.7 Times More Likely to Meet Quota. 2024-09-16.
  12. Gong Labs (Armand Farrokh). We Found the Top Objections Across 300M Cold Calls. 2024-07-31.
  13. Gong Labs (Chris Orlob). Deal-Closing Discovery Calls. 2017-07-05.
  14. Gong Labs (Chris Orlob). Taking the Guesswork Out of Sales Call Effectiveness. 2017-02-06.
  15. Highspot. The State of Sales Enablement Report 2025. 2025-03-31.
  16. Klue (Adam McQueen). Beyond the Price Tag: The Real Deal-Breakers, According to Your Buyers. 2024-10-10.
  17. Magesh, Surani, Dahl, Suzgun, Manning & Ho (Stanford/Yale). Hallucination-Free? Assessing the Reliability of Leading AI Legal Research Tools. 2024-05-30.
  18. McKinsey Global Institute. Social media’s productivity payoff. 2012-08-21.
  19. Nucleus Research. Highspot ROI case study (international auction house). 2022-08-01.
  20. Proposify. State of Proposals 2026. 2026-01-01.
  21. Salesforce. Sales AI statistics 2024 (State of Sales, 6th edition). 2024-07-25.
  22. Scullen, Mount & Goff, Journal of Applied Psychology 85(6). Understanding the latent structure of job performance ratings. 2000-12-01.
  23. Seismic. Generation Enablement Report (Business Wire release). 2024-10-01.
  24. The Bridge Group. 2025 SDR Models & Metrics Report. 2025-02-06.
  25. The Bridge Group. 2026 AE Models, Motions & Metrics. 2026-06-22.
  26. Revspire. B2B SaaS win rate and sales cycle benchmark: Revspire customer data. updated 2026-10-16.
  27. Revspire. Sales skills gap benchmark: what 2,000+ scored AI role-plays show. updated 2026-10-17.
  28. Revspire. Digital sales room benchmark: do deal rooms improve win rates?. updated 2026-10-17.
  29. Revspire. Sales content benchmark: how much content goes unused, and what wins. updated 2026-10-17.
  30. Revspire. Mutual action plan benchmark: do MAPs shorten B2B sales cycles?. updated 2026-10-17.
  31. Revspire. Sales practice and coaching benchmark: do practice scores predict win rate?. updated 2026-10-17.
  32. Revspire. Sales ramp time benchmark: how long do AEs and SDRs take to ramp?. updated 2026-10-17.
  33. Revspire. Seller search and AI assistant benchmark: how reps find content and what they ask AI. updated 2026-10-17.
  34. Revspire. Sales practice to performance benchmark: does role-play practice show up in live deals?. updated 2026-10-17.
  35. Revspire. B2B sales objections benchmark: win rate, discount and cycle time by objection. updated 2026-10-17.
  36. Revspire. B2B win/loss benchmark: why deals are won, and what price losses hide. updated 2026-10-17.
  37. Revspire. Battlecard usage benchmark: do reps who open battlecards win more?. updated 2026-10-17.
  38. Revspire. Sales content governance benchmark: how current, approved and used is sales content?. updated 2026-10-17.

More research: all research pages and benchmarks.