Content ROI is a Must
Creating content for awareness popular, but when you align content with sales to drive revenue goals – it’s sustainable. After all, if it’s not supporting the Sales process, then you’re missing the point of creating content anyway.
Business marketers need to think beyond impressions and clicks. Content should help move conversations forward. It should answer real questions, solve real problems, and remove friction from the buying process.
That starts by working closely with Sales – not just checking in, but collaborating to build content that’s actually useful in revenue-generating conversations.
Align Content with Sales Conversations
Marketing content is most valuable when it reflects the actual conversations Sales is having. That means you have to stop guessing and start asking.
Sit with Sales. Listen to their calls. Review their notes in the CRM. Your goal isn’t just to gather inspiration – it’s to align the words, objections, and mental models of the buyer with the messaging you create.
When your content echoes what buyers are already thinking, it doesn’t feel like Marketing. It feels like help.
Ask About Common Objections
If you want to create content that moves the deal forward, start with the friction. What do buyers push back on the most? What questions make reps stall?
Sales can tell you exactly what slows things down. It might be pricing, implementation, or a competitor’s promise. Your job is to build content that clears the path.
It doesn’t have to be complex – a one-pager, short explainer video, or well-framed case study can give reps something to send right after the call, helping reduce back-and-forth and keep momentum.
Spot the Decision-Making Moments
Reps know when something clicks. Maybe it’s a visual, a chart, or a story that consistently earns a pause – or a nod – from the buyer.
These moments are gold. Marketing should capture and scale them.
Turn that simple drawing on a whiteboard into a real graphic. Turn that story into a 60-second clip. These aren’t “creative projects”—they’re deal accelerators.
Create Content That Supports the Buyer’s Journey
Top-of-funnel content matters – but deals don’t close there. Your content library should extend far beyond awareness.
Build resources for the buying committee. That means different formats and different focuses. A deck for the CFO, a spec sheet for IT, a business case for Procurement. The more you support every stage of the deal, the more Marketing shows up where it matters.
The best marketing content isn’t something Sales forwards. It’s something they bring into the meeting.
Make Content Easy for Sales to Use
Even the most well-crafted content is worthless if Sales can’t find it. Accessibility is strategy.
Make your content available where Sales already works – whether that’s in the CRM, a sales enablement tool, or a shared folder with real naming conventions.
Organize by use case, not campaign. Label content by scenario – objection handling, deal stage, industry, persona. And reduce the number of clicks it takes to get there. Every barrier you remove increases the chance your work actually gets used.
Use Personalized Video Outreach
Personalized video isn’t just a differentiator – it’s a relationship builder.
Video gives reps a way to re-engage cold leads, clarify complex offers, and stand out in crowded inboxes. And it doesn’t need to be high production. It needs to be human, clear, and useful.
Marketing can support this by giving reps the tools, scripts, and structure to do it well. The best reps won’t wait for a campaign – they’ll grab the camera and go. Make sure they’re equipped to do it right.
Turn High-Performing Content into Sales Assets
When something works – double down. That blog post that brings in organic traffic? It can be trimmed into a one-pager or used as the basis for a pitch deck. A popular webinar can become a follow-up sequence.
Ask reps what helped close deals last quarter. Look at content analytics, but also at closed-won notes. Repurpose what already has traction—because Sales doesn’t need more content. They need more of the right content.
Keep Messaging Focused on What Matters
Buyers don’t need Marketing copy – they need answers.
The best content focuses on the problems that matter and the language buyers actually use. Cut the fluff. Speak in straight lines. Borrow phrasing directly from the Sales floor if needed.
Marketers are in the business of clarity, and nowhere is that more important than in mid- and late-stage deals.
Measure Content’s Impact on Sales
Content views, downloads, and shares are nice; but they don’t close deals.
To measure real impact, marketers need to look further down the funnel. Track how content affects deal velocity, average contract value, and close rates. Use CRM data to understand which content touches buyers before they sign. That’s where your roadmap should start.
Even if attribution isn’t perfect (and it won’t be), directional insight is better than gut instinct. Content should be part of Sales performance reviews – not just website analytics.
Build Real Collaboration with Sales
This doesn’t mean having a single kickoff meeting. It means building shared goals and routines.
Marketing should know what the pipeline looks like and what Sales is pushing this quarter. Sales should know what’s being published, what’s being updated, and what’s worth sharing.
Set recurring check-ins. Review what content is working and what’s missing. Celebrate when content helps close a deal. Collaboration doesn’t need to be complex. It needs to be consistent.
If your content isn’t helping close deals or isn’t even making it into the deal cycle you’re missing one of the biggest levers for revenue growth.
Marketing isn’t just here to fill the top of the funnel. It’s here to help Sales finish the job. That only happens when the work is aligned, actionable, and available.
The most impactful content doesn’t win awards—it wins business.
