1. Content Management – Aggregate Don’t Upload

      As a content operations advisory firm, we occasionally find ourselves in the embarrassing position of the “cobbler’s children.” This syndrome reared its ugly head when we realized that our spreadsheet based content inventory wasn’t really working as a good way to discover and access the right content for specific sales, marketing or content requirements. The spreadsheet was the right tool for the initial content inventory job we conducted a few years ago. But the hassle factor for daily use was too high. This showed up as assets not recorded in the document, and pleas for content recommendations going out across email and IM. Before we set out in search of the perfect content management solution, we convened to discuss our use case requirements. We began by analyzing the primary content and content types we used, along with where they were stored.   Content in 18 Repositories That’s when it hit...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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