Benchmarking Content Spend Don’t benchmark content spend against a total; benchmark the ratio SiriusPerspective: of productive to unproductive spend and set targets for qualitative improvement. SiriusDecisions 2014 State of B-to-B Content survey $2.3M Productive Spend Unproductive Spend $10.8M $17.5M $2.0M Total Content $0.9M $15.2M $100k Investment <$100M< $8.8M <$1B< $800k © 2015 SiriusDecisions. All Rights Reserved 29