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Armies of content developers are packaging research results, expert opinions, and success stories into papers, podcasts, videos, and events… all of them rich with hard-earned insights. But does all this content fuel business development efforts? Does it help your sales executives educate customers struggling to make good decisions and get results?
In our work with marketing teams — particularly those trying to connect to an executive audience — we often find there is a disconnect between content creators and sales professionals on the front lines who want tools that help strike up meaningful conversations with clients and prospects. It is not for lack of quality or ideas, but rather a problem of actionable relevance…