Reframing the Sales Enablement Problem

Enterprise B2B content marketers have a new chasm to cross. For a while, many of us have been consumed with building a robust inventory of awareness-stage content. Now we face a hairier, more audacious challenge, farther down the funnel. Yes, indeed…It’s the chronic Sales Enablement Problem. Recent observations confirm the dreaded (but all-too-familiar) conclusion: Sales content still isn’t meeting salespeople’s expectations. What’s wrong with it, exactly? Many things — or so we’re told. According to CSO Insights, more than 50 percent of sales organizations say the quantity is lacking; 56 percent claim the quality is subpar. Presumably, part of this failure is owned by sales organizations — 

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