Content and Organizational Alignment: Content Must Have Context

Without organizational alignment, content marketing will meet a dead end – the perfect story no one reads.

“Lead gen” becomes a marketing buzzword sales and c-suites glaze over because they only hear, “Budget was spent without a real ROI.” (They’re still upset about "circulation number.")

So, how do we remove the silos and engage our sales friends? How do we ensure marketing/product management teams are also involved and what is their role? Who drives the story?