It was only during my time working for a SaaS company that I really came to understand how content worked in a Sales-enablement capacity.
Most marketers follow a linear progression in content marketing, which makes sense when building a funnel: We create value and educational material that empowers at the top of the funnel, and focus on more sales-oriented content toward the bottom.
But creating content in linear progression won’t work for Sales: Prospects have varying challenges and objections that Sales need to overcome at various points in the decision-making process to convince prospects to take the next step.
Therefore, the key to sales enablement is to create content that…
