RE: LeoThread 2025-06-28 22:18
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Many B2B founders assume the sales team can effortlessly manage content creation.
"They'll simply learn to post on professional networks because they understand the customer best."
In reality, this approach often falls short because
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sales professionals are optimized for closing deals, not crafting engaging content.
Their mindset revolves around asking, "How do I get this prospect to say yes?" whereas content creation demands thinking along the lines of, "How do I offer value without asking for anything in return?" These are clearly different skills.
Crafting effective content isn’t a side gig—it calls for a deep understanding of platform algorithms, audience engagement, consistent posting routines, carefully planned messaging frameworks, and even design skills.
Given that sales teams are already working at full capacity to hit targets, expecting them to wear another hat can dilute both responsibilities.
Sales messaging tends to sound like sales messaging—promotional, assertive, and feature-driven—whereas thought leadership content should be educational, analytical, industry-informed, and solutions oriented.
A practical strategy is to have sales teams identify content opportunities by sharing customer insights, objections, and success stories, and then allow content specialists to develop these into well-crafted posts.
In this hybrid approach, sales professionals amplify existing content by sharing it with their networks, adding personal insights when resharding, interacting with prospects' posts, and incorporating content into outreach strategies.
Ultimately, the role of the sales team is to drive deals, while the content team creates an environment that simplifies that process.