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

        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-specific sales information and content. This matters because the quality of sales information impacts B2B sales and marketing performance, as well as revenue growth. For companies pursuing account-based marketing tactics (ABM) I suggest success depends on information 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 design point, and how to do that. Consider for a moment the infamous marketing and sales...

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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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