Article by Jim Burns

  • How To Fix Your Sales Content Problem

    What if your “sales content problem” isn’t the real problem, but a symptom of the problem? Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you think your marketing content is any

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  • How Content Operations Can Create Marketing and Selling Breakthroughs

    Marketing and selling content operations isn’t sexy. But it could be one of the most important focus areas for marketing leaders. See Is Content Operations Your Next Focus Area? Almost every week I see fresh survey results that continue to reflect the long-standingchallenges that B2B marketers face (Content Marketing Institute). More importantly, I speak with people

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  • How Do Audiences Assess Your Marketing Content?

    What if you could assess your marketing content the same way your audiences do? How would that improve content quality, audience relevance, performance? Of course. Makes sense. But what exactly does this mean — in practice? I invite you to collaborate in this real-time case example. I have a video for you to view, assess,

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  • The B2B Customer Content Operations Manifesto

    The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. If you’re a B2B CMO pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now

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  • How to Define Sales Use Case Requirements for Your Sales Content Strategy

    The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Fundamentally, it must be conversation centered. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. Rarely do we meet companies that have even considered this, let alone defined and

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  • How To Find And Create Sales Opportunities

    One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create opportunities?” The answer to this question has significant, if usually unconsidered, implications for tactic selection and business results. Find Opportunities “Find opportunities” are where prospects

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