How to Create Sales Content That B2B Sellers Love

The article discusses the common disconnect between sales and marketing teams in B2B organizations, highlighting that only 10% of created sales content is actually used by sellers, and offers strategies to improve alignment by focusing on creating relevant, easily accessible content co-developed with sellers to ensure it is impactful and integrated into their workflow.

“Sales collateral only has to be 10% wrong to be 100% useless!”

Research from the American Marketing Association suggests only about 10% of the content marketers create is actually used by sellers—representing a waste of time and resources that’s too often accepted as the status quo.

But it doesn’t have to be this way.

Most organizations want to improve sales and marketing alignment, but few are able to achieve it. All too often, sales and marketing are united in goal, but divided in practice: content misses the mark, can’t be found, or works but isn’t scalable.

We’ll explore the reasons why marketers and sellers can’t seem to get on the same page—and what you can do to buck the trend.

You’ll discover:

The primary reasons why sales and marketing alignment is so hard
How to ensure the sales content you create gets used in the most impactful ways
Why content management is now table stakes (but still critical) and you need to focus on content activation
What sellers really want (hint: it’s the right content, in the flow of work)
How to co-create content with sellers so you get it right the first time

…and much more.

It’s time for marketing teams to see the return on their sales content effort!