The B2B Customer Content Operations Manifesto – Marketing Insider Group

Organizations must de-silo content decisions, investment and operations from within the many individual functions that engage customers. High level changes that must be made include:

  • Executive level ownership and accountability
  • Robust and continuous marketing and sales content strategy work.
  • Deeper understanding and assessment of audiences and buyers, and their buying decision processes.
  • Universal preparation and planning, documented as content use case requirements as input to …
  • Executive level responsibility for content investment and decisions
  • Center of Content Excellence: centralized shared expertise and production support services, governance, people support, infrastructure and tools decisions, experimentation, and change management support
  • Redesign Content Operations model, based on a content supply chain process


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