Introduction

Sales content is a powerful resource that acts as a sales accelerator in closing B2B deals. Delivering the right content at the right time not only influences buying decisions but also builds trust and credibility, resulting in shortened sales cycles, 

But not all content is good content. Distributing inaccurate, outdated content can have the opposite effect, which is why many organizations are turning to sales content management (Sales CMS or CMS) systems.

In this article, we’ll explore the benefits of Content Management systems, best practices for implementation, and the top sales content management systems for 2025. 

What is Sales Content Management?

Sales content management is the strategy behind go-to-market (GTM) content creation, management, and utilization. B2B sales leaders, Revenue Operations, and Revenue Enablement teams use content management systems so that their GTM teams have the right tools and information needed to be successful throughout the sales process. 

Sales content management helps make sure that all the sales materials — like case studies, presentations, and price lists — are neatly organized and easy to find. This way, when reps need specific information to close a deal or answer a customer’s question, they can get it quickly and easily. The purpose of a CMS is to help reps focus their time on revenue generating activities, versus wasting time searching for information they need. 

In complex sales environments, where deals involve multiple stakeholders, long timelines, or large sums, CMS become even more critical. It enables reps to easily distribute essential information when requested and access resources like battle cards to respond quickly to competitive challenges.

The primary functions of a sales content management system include: 

• Storage: Acts as a central repository for all sales-related materials. 
• Organization: Assets are indexed and categorized by content type, allowing for seamless access and retrieval. 
• Distribution: Sales content management systems facilitate the controlled distribution of sales materials to the right team members at the right time.
• Management: These systems allow for the easy updating and management of sales materials, this way all content is current and reflects the latest product offerings and pricing information. 
• Tracking and analytics: Typically, Sales content management systems include analytics features that track the usage and effectiveness of different sales materials. This data can help sales leaders understand what content is driving deals and what may need to be revised.

Benefits of Sales Content Management Systems

As a rep tied to a quota, there are few things more frustrating than not being able to find the information you need when you need it — or worse, distributing outdated pricing or product information to prospects that can adversely affect your sales. That’s why sales content management systems are so beneficial. Sales content management systems improve efficiency, sales enablement, and content tracking. Here’s how: 

• Improved efficiency: By centralizing sales resources in one easily accessible location, Sales CMS’s drastically reduce the time reps spend searching for documents. This means reps can respond to prospects faster and with more confidence, increasing their productivity and potential to hit quotas.
• Better sales enablement: Sales CMS’s give reps real-time access to the latest training materials, presentations, and sales tactics. This way, reps are fully supported with the right information throughout the sales process. 
• Better content tracking: Sales CMS’s enable revenue teams to track the usage and effectiveness of specific content pieces across different stages of the sales cycle. This insight allows for data-driven decisions about content updates and development so that all materials are optimized for maximum impact on sales results.

Top Features to Look for in 2025

Before taking the plunge and committing to a Sales CMS, there are certain features you’ll want to look for — especially as deals become increasingly complex, and your reps need more information to do their jobs successfully. 

Here are two top features to look for in 2025:

1. CRM integration: CRM integration keeps customer interactions and sales content in a centrally located, accessible place. By having access to up-to-date customer information and relevant sales materials directly within the CRM, reps can quickly move deals forward without the delays of switching between platforms or searching for data, thus speeding up the sales cycle.
2. Personalization: These days, personalizing your outreach isn’t just an added bonus — it’s essential. According to recent McKinsey research, 71% of consumers expect personalized interactions in sales. This means when you’re researching Sales CMS’s, you want to make sure you find one that offers personalization features such as dynamic content creation and behavioral analytics, which allow sales reps to customize interactions based on a prospect's past behaviors and preferences. 

Challenges in Sales Content Management

The main challenges related to sales content management systems include content overload and adoption. 

• Content overload: Because B2B sales is often complex and highly competitive, GTM teams have vast content needs. From battle cards and case studies to white papers, presentations, and more — managing the volume of content required while also keeping it up to date and accurate is challenging. That said, the right Sales CMS can easily address these challenges by offering features such as intelligent tagging, search engines, and automated content updates. These features help maintain a clean, organized repository that allows reps to find the right information at the right time. 
• Adoption: With disruptive technologies emerging all the time, B2B teams — especially those working in tech — often experience tech fatigue due to the endless array of new tools and technologies. This can make adoption challenging, as teams become wary of learning yet another system. For a Sales CMS to be embraced, reps need to understand the value it brings and how it will simplify their jobs and the entire sales process. Sales leaders and sales enablement teams need to make a clear connection between using the system and the improvement of sales outcomes, such as shorter sales cycles, higher win rates, and increased customer satisfaction. 

How to Choose the Right System

Now that you know what a sales content management system is, why it’s important, and some of the challenges you may face in implementing one, you may be wondering how to choose the right system.

In this section, we’ll guide you through a series of questions that can help you determine your sales content management needs, tips for comparing different vendors, and the importance of choosing a system that can adapt to your future needs.

Here are several questions to ask when selecting a sales content management system:

1. Does the system integrate with your existing sales tools and CRM? User adoption hinders on ease of use, so make sure to select a system that can seamlessly tie into your existing tech stack. 
2. What are the personalization capabilities of the Sales CMS? Remember, 71% of prospects expect customization, so when evaluating systems make sure the one you select can personalize communications, track buyer behavior, and analyze past interactions. 
3. How does the system handle content updates and version control? Make sure to ask about the process for updating content, how old versions are archived, and how users are notified of new updates. This way, you can make sure the system will work in a way that meets your organization’s specific needs. 
4. What is the vendor’s support and training process like? The purpose of a sales content management system is to make it easier for your reps to access relevant information. And in order for this to be the case, effective training and ongoing support are key. When weighing systems, ask pointed questions about the training and support offered, as well as the accessibility of key resources and customer support. 

When it comes to comparing different vendors and their offerings, it’s important to do your research. You want to select a company that’s reputable, innovative, and offers excellent customer support. 

Here are some tips to help you make an informed decision: 

• Read the reviews: What are other relevant industry leaders saying about the company and its solution? How has it helped their organization? Research each vendor’s standing in the industry by reading the online reviews, testimonials, and case studies. 
• Compare the customization options: How well can the solution integrate to your specific needs? Compare the extent to which each system can be customized and the ease with which these customizations can be implemented.
• Evaluate integration capabilities: The ability of the Sales CMS to integrate with your existing CRM and sales tools is vital for maintaining workflow continuity and data integrity. Look for systems that offer seamless integration and check if the vendor has partnerships with other software providers in your current tech stack.
• Consider scalability and flexibility: Your chosen Sales CMS should grow with your business. Evaluate how well each system scales, the cost associated with scaling up, and how flexible the system is in adapting to changing business needs.
• Analyze cost vs. value: When comparing costs, consider not just the initial price but also the long-term value the system offers. This includes looking at potential ROI through increased sales efficiency, better content utilization, and improved sales outcomes.

The last thing to consider when evaluating solutions is whether the Sales CMS will be able to meet your needs in the future. After all, you don’t want to purchase something only for it to no longer be useful a few months or years down the line. To future-proof, ask about the ease of adding new users and expanding content storage, as well as the system’s ability to incorporate additional features as your company’s sales strategies evolve. 

Best Practices for Implementing Sales Content Management

Implementing a sales content management system effectively requires more than just choosing the right platform; it involves continuous engagement and improvement to ensure that the system remains relevant and effective. 

Here are some best practices to consider:

• Continuous improvement: Encourage regular reviews and updates to your content strategy. As market conditions and business objectives change, so too should your content to make sure it remains aligned with current customer needs and sales goals. Schedule periodic audits of all sales materials to assess their effectiveness and relevance. This practice will help you identify areas where new content is needed or existing content can be improved.
• Feedback loops: Ask sales reps and other stakeholders to provide feedback on both the system itself and the content it houses. This feedback can reveal insights into usability issues, gaps in content, and features that users find most beneficial or lacking. Incorporating this feedback into regular updates will help refine the system and increase user satisfaction and adoption.
• Fresh content: Monitor how sales materials are being used and analyze sales performance data to identify which pieces of content are most effective at moving deals forward. This ongoing analysis helps your teams pinpoint content gaps and opportunities for creating new materials that meet emerging customer needs.

Top Sales Content Management Tools in 2025

Seismic

Seismic is a leading sales enablement platform serving more than 2,200 customers with over one million users. It enables organizations to synchronize marketing and sales efforts. 

Here are the pros and cons associated with Seismic’s CMS: 

Pros: 

• Integrates with more than 56 systems 
• Provides in-depth analytics and insights for content performance/user engagement
• Easy to use with in-app search and in-context recommendations
• Customization capabilities that enable reps to personalize their outreach in seconds 

Cons: 

• Can be complex to setup and navigate due to its extensive features
• May require additional training to achieve proficiency, potentially delaying deployment

Highspot

Highspot is a modern sales enablement platform that helps companies train their sales teams, manage content, engage with customers, and measure the effectiveness of their efforts. 

Here are the pros and cons associated with Highspot’s CMS: 

Pros:

• Offers AI-powered, intuitive content search
• Enables reps to find content fast via personalized browsing experiences 
• Aligns content to buyer journeys by surfacing content alongside AI-powered content descriptions
• Allows for easy content governance and auditing
• Easy to use, intuitive interface makes it easy for teams to adopt

Cons: 

• Limited third-party integrations, which may hinder workflow optimization
• Flow of data may be restricted due to integration issues

Accord

Accord is a deal execution platform that empowers revenue teams to achieve execution excellence by standardizing their selling, onboarding, and expansion practices with prospects and customers. Catering to a diverse range of companies from mid-market to enterprises, Accord serves customers including industry leaders like Figma, Stripe, Xactly, and UserGems, among others. 

Here are the pros and cons associated with Accord’s Sales CMS: 

Pros: 

• Offers real-time analytics to measure ROI of content at each stage of deal cycle
• Features a centralized content repository that’s always up to date 
• Allows for the use of pre-built playbooks with content so sales teams have the right content at the right time
• Maps resources to deal stages 

Cons: 

• Customization options are somewhat limited, which may lead to restrictions depending on specific business needs

Showpad

Founded in 2011, Showpad is an all-in-one, AI-powered solution designed to bring marketing and revenue teams together to empower sellers with the content and training needed to engage buyers, 

Here are the pros and cons associated with Showpad’s CMS: 

Pros: 

• Offers excellent mobile app support, enabling on-the-go access to sales content and information
• Enables visibility into how buyers and sellers interact with content 
• Guides sellers to timely and relevant content for each buyer, at every stage of the journey – based on a data-driven understanding of buyer interests

Cons: 

• Limited customization so CMS may struggle to meet specific business requirements

Mediafly

Mediafly is a revenue enablement platform designed to help teams engage buyers, prepare sellers, quantify value, and optimize performers. Customers include Nvidia, Honeywell, Nestle, and Intuit, among others. 

Here are the pros and cons associated with Mediafly’s CMS: 

Pros: 

• Enables users to work online, offline, remotely, or onsite
• Offers real-time insights into content performance and use
• Provides shared visibility into content strategy
• Enables easy storage, management, and distribution

Cons: 

• Pricing structure can be on the higher side, making it less accessible for startups or small businesses looking for cost-effective solutions

Uberflip

Uberflip is a B2B platform that offers personalized engagement solutions at scale, helping organizations connect with their audience throughout the customer lifecycle. Uberflip’s mission is to help organizations overcome the challenges of content planning, curation, distribution, and measurement. 

Here are the pros and cons associated with Uberflip’s CMS: 

Pros: 

• Offers AI-powered personalization
• Tailors content to specific audiences 
• Offers in-depth content engagement insights
• Enhances marketing and sales collaboration 

Cons: 

• Requires frequent updates and maintenance to ensure optimal performance and user experience, which could add to the operational overhead

Conclusion

The right sales content management system can enhance operational efficiency, streamline content accessibility, and improve sales enablement. Choosing a flexible and feature-rich Sales CMS can help your organization maintain a competitive advantage and growth. 

But before hastily making a decision, take the time to weigh your options and do your research. Carefully assess each system's features against your organization's unique needs so that you select a solution that not only fits but also evolves with your business strategy.