1. The Content Focal Point is Different for Marketing and Sales Content

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        In Marketing and Sales Content — Differences That Matter I identified the problem that few people explicitly understand the difference between sales and marketing content. Does this really matter? During 20 years creating sales, marketing and training content for B2B organizations we discovered it really does. I believe this misunderstanding is a primary cause of poor or missing situation-ready sales content. This matters because the quality of sales content impacts B2B sales and marketing performance, as well as revenue growth. For companies pursuing account-based marketing tactics (ABM) I suggest success depends on content that is more like sales content than marketing content. The question addressed here is, “what can be done to improve sales content?” I will offer a prescription for what to do, based on adopting a different content focal point, and how to do that. Consider for a moment the infamous marketing and sales disconnect and...

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