How to moderate a sales+marketing content brainstorm session?

[Anonymous]

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?

[Anonymous]

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.

[Anonymous]

Hi Naor,

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