How do you measure content usage and effectiveness within the sales process? Do you have a constant feedback loop that enables your team to attribute content engagement to business outcomes? Does this allow you visibility into standardizing best practices and measuring marketing impact?

This is definitely one of the trickier elements of sales enablement and the quantifiable value driven through product marketing into sales enablement. In short much luck the majority of PMM KPI's and metrics, its hard to have 'absolute' metrics but I have no hesitation in owning the influence on key business metrics by way of strong sales enablement. A good example of this is things like decreased Time To Close (TTC), increased Average Contract Value (ACV), and higher win rates. If PMM is enabling sales in the most impactful and effective way, with the strongest value propositions, the most disruptive competitive differentiators, and the most aligned messaging to the customer..then metrics like the ones above will happen! There are alway 'softer' metrics you can use too like attendance (of enablement sessions) and content downloads/usage through your content/enablement portal such as Highspot but in my opinion the real value shows through the key business metrics..more revenue, quicker, and stickier!