How to moderate a sales+marketing content brainstorm session?

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Anonymous
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How to moderate a sales+marketing content brainstorm session?

2 years into the deep void that is content marketing and I find my editorial calendar a bit dry for Q4.

I have planned what will hopefully be a very energizing brainstorm with sales and marketing next week, but I am completely at a loss at how to moderate such a session so that it is actually productive for marketing to utilize when thinking about future content.

Has anyone conducted such a group session or similar, and have some tips or specific exercises they could recommend to make sure I get the most out of my time with these key stakeholders?


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Anonymous
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Re: How to moderate a sales+marketing content brainstorm session?

Naor, I'd suggest you ensure alignment between sales and marketing on several items before you start.  The SiriusDecisions campaign framework is a good starting point.
  • Buyer needs
  • Tactics to be used for each program family in the overarching campaign depending on where the lead is in the buyers journey.
    • Reputation (seed)
    • Demand Creation (create and nurture)
    • Sales Enablement (enable and accelerate)
  • Theme(s)
  • Target market segments
  • Regions and BUs
  • Goals / Budgets
  • The personas that will be consuming the content, so that it can be tailored to them.
As you can imagine, it's going to take more than a 1 hour meeting to do this.

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Anonymous
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Re: How to moderate a sales+marketing content brainstorm session?

Hi Naor,

Did you have this discussion? How'd it go?