April 11, 2013 Leave a comment
Great post Steve,
Regarding the gap when it comes to business case related content creation, one needs to have a deeper understanding of their business proposition and should be in a position to map it to the customer need. This being very specific, its tends to be outside the comfort zone of content writers who focus purely on early stage prospecting ( email, web content etc).
Not many marketers take a customer meeting even in a B2B scenario. Once they do, they’ll be able to connect with sales in a very different way and their content contribution towards business cases would transform. I’m saying this from personal experience of taking customer, analyst and 3rd party advisory meetings across EMEA. This approach really helps in bridging the sales-marketing gap because you end up speaking the same language and are in a position to understand their problems better.