Creating high-impact marketing content that sales teams actively use remains a persistent challenge. 

“Marketing teams spend hours crafting thoughtful materials, only to see them sit untouched,” says Grace Bacon, VP of global marketing at Showpad, a leading sales enablement platform. “I know first-hand how frustrating that is, and unfortunately, it’s a problem many marketing teams face.”

As much as two-thirds of marketing content goes unused. The reasons vary: content may be difficult to locate, misaligned with sellers’ needs or lacks the necessary insights to make it genuinely relevant to customers.