LOOKING FORWARD ▶Better measurement tools ▶Greater alignment between “Convince our sales team of its power and marketing and sales/ efficacy to better encourage them (and other “A better way to track performance of content breaking down silos SMEs throughout the organization) to assist marketing, both as a whole and the individual and support us in its creation.” content pieces. Right now, it’s disconnected “Aligning sales and marketing. We are never and disorganized, and hard to trace leads on the same page. They want to sell the “Better communication between the back to what may have converted them.” features of the product and we want to sell the marketing team and sales team regarding goals and overall messaging, as well as experience of the product.” making sure the sales team understands “Would love to be able to more clearly why we create the content we do and measure and communicate success and use “Alignment between various marketing teams. being more cognizant of our time that information to inform future decision Too many people or teams work in silos and constraints.” making.” have the budget to do so. We end up creating too much content and much of it is not used.” “Better insight into how content impacts high-value actions and impact on ROI … earning a place at the strategic marketing table with other revenue-generating disciplines.” “Prioritize content assessment as part of the marketing metrics we gather and attribute it more clearly to revenue. This would help us be more strategic in what we make.” 43