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​Who Creates the Content that Closes Deals?—Part II

In the first part of this blog series, we examined the often uneasy alliance between Sales and Marketing. We looked at some of the reasons reps ignore an estimated 90% of the content produced by Marketing and spend a full third of their selling time looking for or creating their own content. We concluded by asking—but not answering—a central question: Does it work? Does the content created by Sales close deals?


The common perception is that Marketing produces content, and Sales uses it to sell. According to recent research those responding to a survey believed that Marketing created 80% of the content generated within their organization. However a deeper look proves that the responsibility for creating content may be spread more widely across organizations and actually looks like this.


CONTENT CREATION WITHIN AN ORGANIZATION

Sales

40%

Marketing

30%

Engineering

10%

Services

10%

Other

10%


Taking the research cited in this source a few steps further reveals another major surprise. An analysis of more than 20,000 closed deals to isolate exactly what kind of content was most likely to close a deal indicated the following.


WHAT TYPE OF CONTENT CLOSES DEALS?

Created by Sales

61%

Created by Marketing

26%

Created by Other

13%


Whoa! Is this a classic case of the right hand (Marketing) not knowing what the left hand (Sales) is doing? It seems clear that, despite the success of Sales-created content in closing deals, too much content is still produced by Marketing in isolation from Sales. Segregated in separate silos, the two departments are ignoring the benefits that visibility, alignment and collaboration would surely produce.


Isn’t it time for a wholesale re-evaluation of examination of the who, what, why and how of content creation and use?

We thought so.

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