Marketing Content for Sales: The Key Figures of the Disconnect

If there's one challenge that has survived every major evolution in sales and marketing practice, it's the persistent disconnect between the content marketing creates and the content sales actually uses (or more precisely, doesn't use).

The numbers

• 65% of marketing content is never used by sales (SiriusDecisions);
• Sales reps spend up to 30% of their time creating their own content because marketing's doesn't fit their needs;
• Companies with strong sales-marketing content alignment achieve 38% higher win rates.

Why the gap persists

Marketing creates content for the top of the funnel. Sales needs content for mid-to-late funnel conversations. The two teams rarely sit together to define what's needed.

The fix

Co-create content with sales input. Run monthly 'content council' meetings. Build a searchable content library organised by buyer persona, industry and funnel stage.