I was reading a study the other day from Forbes Insights that listed content as the “secret to sales productivity,” which, as I’m a marketer, was really cool to hear. And it got me thinking: If content really is the secret sauce that helps build relationships and close deals, why do so many companies struggle with creating the right content for sales, so much so that 60%-70% of all content goes unused?
Are we not creating the right content? Are we not surfacing it? Could we be doing more to help our comrades on the other side of the fence?
Because even if our goals are slightly different, at the end of the day, marketing and sales play for the same team.
So here are some sales enablement strategies we, as marketers, can implore to ensure we help our sales team find and use our content.
Problem: Too Much of Marketing Content is Early Stage
One of the many…