Sales Asset Utilization¶

Definition¶

Sales Asset Utilization measures how often and effectively sales teams use the resources and assets (e.g., presentations, case studies, brochures, or tools) provided by marketing or enablement teams to engage prospects and close deals.

Description¶

Sales Asset Utilization is a key measure of enablement effectiveness and content ROI, reflecting how often reps use sales materials in live deals—and whether they drive impact.

This plays out differently depending on GTM structure:

In B2B SaaS, it includes pitch decks, ROI calculators, and case studies
In PLG-assisted sales, it may include in-app guides, onboarding slides, or pricing one-pagers
In partner models, it often reflects co-branded assets or integration guides

A high utilization rate shows your materials are timely, relevant, and impactful. A low rate often points to content bloat, discoverability issues, or misalignment with rep needs. Segment by rep role, sales stage, or asset type to fine-tune asset libraries and prioritize what gets created (or sunsetted).

Sales Asset Utilization informs:

Strategic decisions, like content investment and GTM messaging alignment
Tactical actions, such as rep training, asset redesign, or CMS improvements
Operational improvements, including tagging, version control, and feedback loops
Cross-functional alignment, by bridging sales, marketing, and enablement around real buyer conversations

Key Drivers¶

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

Content Organization and Discoverability: Reps can’t use what they can’t find — disorganized portals kill usage.
Persona and Stage Fit: Assets must match both role and funnel stage — generic PDFs get ignored.
Sales Enablement Training: If reps don’t know what’s available or how to use it, assets go stale.

Improvement Tactics & Quick Wins¶

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

If asset usage is low, build a sales asset “playlist” tied to top-performing deals.
Add tooltips or CRM-integrated recommendations (“Use this for finance objections”).
Run regular enablement refreshes: spotlight one asset per week and where to use it.
Refine naming conventions and tagging in your content portal to match sales search behavior.
Partner with sales to audit unused assets and rebuild or archive the low performers.

Required Datapoints to calculate the metric
- Total Sales Assets Available: The number of assets created and distributed to the sales team.
- Assets Used: The number of assets actively utilized by sales teams in a given period.
- Engagement Metrics: Metrics such as views, downloads, shares, and time spent on assets.
Example to show how the metric is derived

A SaaS company provides 100 assets to its sales team. In Q1, 60 assets are actively used in engagements:
- Sales Asset Utilization = (60 / 100) × 100 = 60%

Formula¶

Formula

\[ \mathrm{Sales\ Asset\ Utilization\ Rate} = \left( \frac{\mathrm{Number\ of\ Assets\ Used}}{\mathrm{Total\ Assets\ Available}} \right) \times 100 \]

Data Model Definition¶

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

SalesAssets

cube('SalesAssets', {
  sql: `SELECT * FROM sales_assets`,

  measures: {
    totalSalesAssetsAvailable: {
      sql: `total_sales_assets_available`,
      type: 'sum',
      title: 'Total Sales Assets Available',
      description: 'The total number of sales assets created and distributed to the sales team.'
    },
    assetsUsed: {
      sql: `assets_used`,
      type: 'sum',
      title: 'Assets Used',
      description: 'The number of assets actively utilized by sales teams in a given period.'
    },
    engagementViews: {
      sql: `engagement_views`,
      type: 'sum',
      title: 'Engagement Views',
      description: 'The total number of views on sales assets.'
    },
    engagementDownloads: {
      sql: `engagement_downloads`,
      type: 'sum',
      title: 'Engagement Downloads',
      description: 'The total number of downloads of sales assets.'
    },
    engagementShares: {
      sql: `engagement_shares`,
      type: 'sum',
      title: 'Engagement Shares',
      description: 'The total number of shares of sales assets.'
    },
    engagementTimeSpent: {
      sql: `engagement_time_spent`,
      type: 'sum',
      title: 'Engagement Time Spent',
      description: 'The total time spent on sales assets.'
    }
  },

  dimensions: {
    id: {
      sql: `id`,
      type: 'number',
      primaryKey: true,
      title: 'ID',
      description: 'Unique identifier for each sales asset record.'
    },
    assetName: {
      sql: `asset_name`,
      type: 'string',
      title: 'Asset Name',
      description: 'The name of the sales asset.'
    },
    createdAt: {
      sql: `created_at`,
      type: 'time',
      title: 'Created At',
      description: 'The date and time when the sales asset was created.'
    }
  }
});

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences¶

Negative influences

Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Disorganized Content Portals: Poorly organized content repositories make it difficult for reps to find and use assets, reducing utilization.
- Generic Content: Assets that are not tailored to specific personas or sales stages are often ignored, leading to lower utilization.
- Lack of Training: Without proper training, reps may be unaware of available assets or how to use them, resulting in underutilization.
- Outdated Materials: Using outdated or irrelevant materials can decrease rep confidence and usage, negatively impacting utilization.
- Complex Access Procedures: Complicated or time-consuming access processes can deter reps from using available assets, reducing utilization.
Positive influences

Factors that push the metric in a favorable direction, supporting growth or improvement.
- Content Organization and Discoverability: Well-organized and easily accessible sales assets increase utilization as reps can quickly find and use the right materials.
- Persona and Stage Fit: Assets tailored to specific personas and sales stages are more likely to be used effectively, enhancing engagement and conversion rates.
- Sales Enablement Training: Comprehensive training ensures reps are aware of available assets and know how to use them, leading to higher utilization.
- Feedback Mechanisms: Regular feedback from sales teams on asset effectiveness can lead to improvements and increased usage.
- Integration with CRM: Seamless integration of assets within CRM systems allows for easier access and tracking, boosting utilization.

Involved Roles & Activities¶

Involved Roles

These roles are typically responsible for implementing or monitoring this KPI:

Product Marketing (PMM)
Sales Manager
Sales Enablement
Activities

Common initiatives or actions associated with this KPI:

Sales Enablement
Content Usage Analytics
Enablement Strategy

Funnel Stage & Type¶

AAARRR Funnel Stage

This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

Acquisition
Revenue
Type

This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics¶

Leading

These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Content Engagement: High content engagement indicates active consumption and sharing of sales collateral, signaling that sales teams value and utilize assets. This provides early validation of asset relevance and can forecast increased Sales Asset Utilization.
- Product Qualified Accounts: Accounts flagged as product qualified are more likely to require tailored sales materials and enablement assets, which increases the frequency and necessity of asset utilization by sales teams.
- Upsell Conversion Rates: A higher upsell conversion rate often requires effective sales enablement and asset utilization. Tracking this KPI alongside Sales Asset Utilization provides a multi-signal view of sales team effectiveness and asset impact.
- Deal Velocity: Faster deal velocity frequently depends on the timely and effective use of sales assets. High velocity can indicate that assets are being used to remove friction and accelerate buyer decisions.
- Monthly Active Users: Growth in MAU for sales enablement platforms or CRM tools often correlates with increased use of digital sales assets, forecasting higher Sales Asset Utilization and providing early signal of sales team engagement.
Lagging

These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Conversion Rate: Changes in conversion rate can reveal the effectiveness of sales asset utilization after the fact. If conversion improves, it can validate which assets or practices should be emphasized as leading indicators.
- Deal Velocity: Post-hoc analysis of deal velocity can guide sales enablement teams to refine which assets are most useful in expediting deals, thereby improving future Sales Asset Utilization metrics.
- Customer Feedback Retention Score: This score helps recalibrate which sales assets best support retention and loyalty, informing future asset deployment strategies for sales teams.
- Churn Risk Score: Patterns in churn risk among customers may prompt adjustments in the focus and deployment of sales assets, improving the predictive power of Sales Asset Utilization as an early warning signal.
- Customer Engagement Score: Engagement scores post-sale can indicate which assets contributed most to sustained customer interaction, allowing sales enablement to optimize asset selection and utilization strategies.