Effective marketing content leads to increased sales productivity, more revenue, marketing effectiveness and stronger alignment between marketing and sales. A company’s sales strategy is only as successful as the effectiveness of the content that supports it. However, how can companies create strong marketing content to support their sales strategy? How can marketing gain insight into which content drives the most sales to best allocate their resources?

Did you know that B2B marketing organizations are now spending up to 25% of their budget on the development, delivery and promotion of content to drive business? Unfortunately, according to a Forbes study, 50% of B2B executives view this content as ineffective and regard their inability to create enough effective content as their biggest content challenge. This disconnect is depicted in Figure 1. B2B marketing organizations are wasting their budget on a content creation strategy that fails to align with and support their overall sales interactions.