Funnel Cake

Content teams can drive sales by first empowering salespeople

Content teams can drive sales by first empowering salespeople

When I talk to struggling content teams, I encourage them to put every ongoing effort on hold and to instead focus their attention toward a single objective that requires them to collaborate more with sales teams. Rather than continue focusing on top of funnel – which frequently isn’t going to be an ROI driver any time soon – I tell content teams to understand and then drive whatever change in beliefs or behaviors prospective buyers need to undergo in order to become customers.