Peter O’Neill, VP & Principal Analyst for Forrester Research GmbH, explains how to plan and create content to ensure revenue, relevance and customer engagement.

Today, marketers are using digital content to engage with customers earlier in the buying decision which affects the sales force. The sales team needs to be aware of these connections, which is why O’Neill explains it is now necessary to ‘marry’ sales and marketing.

One way we can approach this is by creating internal content for the sales about the marketing content that O’Neill calls a “battlecard.” If sales is aware of the content before they approach a buyer they can use the marketing content to help make a sale and help distribute the content for the marketing team.

Another thing marketers need to consider when creating content is the relationship sales has with the clients. Sales know the clients and their questions which are essential for marketers to know when creating content. O’Neill suggests asking the sales team what the customer questions are and create content tailored to their needs.