Aligning Marketing Content with Sales and Services Quiz

Challenges in Landing Marketing Content with Sales and Services Teams

• The speaker worked at Microsoft with a team of 400 product marketers who were passionate and serious about their work.
• The team created a large amount of content, tens of thousands of pieces, to support a $20 billion business.
• Despite their efforts, the sales and services teams were not using the content, messaging, and positioning provided by the product marketers.
• This problem is not unique to Microsoft and is experienced by product marketers in companies of all sizes and industries.
• Statistics show that 70% of product marketing content is never used by the intended audience.
• Sales teams spend 4 to 8 hours a week recreating content that already exists, causing frustration for both sales and marketing.
• The conventional wisdom is that the problem lies in content management, including findability, search, recommendations, browsing, analytics, and governance.
• However, solving the content management problem alone does not guarantee that the content will be used effectively.
• The content needs to be relevant to the customer-facing teams at the time they need it, which may not be during the initial launch.
• Customer-facing teams need to be able to find the content easily through search, recommendations, and browsing.
• The speaker emphasizes the importance of loving the content and ensuring its relevance to the customer-facing teams, similar to how customers love products on Amazon.
• The speaker promises to provide new ideas and tools to solve the problem of effectively landing marketing content with sales and services teams.