Posts in Case studies

5 ways content aligns sales and marketing functions

Marketing is responsible for building the pipeline, which sales then convert and close. And yet so often sales is out on its own trying to win the big deals, leaving marketing to sit indulging in ‘fluffy’ things.

When sales and marketing aren’t in alignment, it puts the business at a serious disadvantage:

  • The sales team lacks the pipeline it desperately needs to go after.
  • The business lacks the feedback mechanism to know what the market is after and therefore how to position your product/service.
  • And considering that just 1 in 10 companies is prepared to sit face-to-face with a member of your sales team, you need another way to talk to your audience.
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Do people really read case studies?


Case studies are one of the most powerful pieces of content you can produce because they’re a third-party endorsement. So instead of saying “Look at us, aren’t we so great!”, it’s one of your customers saying “Company ABC did this for us and it had XYZ impact.”

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