The State of B2B
Sales Content 2026
We asked B2B content and enablement leaders across the US, UK, Canada, and Australia what it really costs to produce, personalize, and send customer-facing content at scale. This report reveals where the losses are happening and what these teams most want to fix.
What content leaders told us
Most teams treat rework, off-brand decks, and zero post-send visibility as normal. The data shows what that actually costs.
85% lose up to half their working week redoing content they already finished. For nearly a third, that's more than a quarter of the week.
67% produce more than 20 customer-facing decks every month. Most of them were rebuilt from scratch each time.
75% spend anywhere from an hour to a full day on a single customer-facing deck, and they make dozens each month.
53% have sent outdated, off-brand, or incorrect content to a customer in the past month. Not once, but several times.
At 80% of teams, reps change the approved deck before it goes out, so the final version can drift from what was signed off.
50/50 split on post-send visibility. Half track nothing after they send. The other half sees what works and pulls ahead.
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FAQs
We asked questions about content volume, workflow pain points, rework cost, quality control, post-send visibility and whether AI has improved the process.
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B2B sales teams, content teams, and enablement leaders who produce customer-facing content. If your team builds decks, business reviews, or proposals for customers, the findings in this report apply directly to your work.
Between March and May 2026, across the US, UK, Canada, and Australia.