Here's a question for you. In your organization, who creates more content: the marketing or sales team? Chances are, you guessed the marketing team. And chances are, you might be wrong. In fact, a study was done on this. Of the people surveyed, 80% guessed that marketing created more content than sales. But when their content was actually checked, 40% of it was found to be created by sales compared to only 30% created by marketing — and 30% was made by people outside of marketing and sales! Now that, in itself, is not a bad thing. Content should be a company-wide initiative. But when the researchers zoomed in on content created by marketing teams, they found that only nine percent was viewed more than five times by the sales team. Nine percent! That means more than 90% of the content marketing produces never gets used. In contrast, 57% of the content sales teams produced themselves was viewed more than five times by sales reps.