- Plan: ICP, competitive set, objections, talk tracks for that domain.
- Write: draft from research, then a critique pass before cards hit the deck.
- Maintain: new posts, press, and optional private sources refresh the material.
Public sources include blogs, case studies, social posts, whitepapers, press releases, and podcast transcripts. Private sources (calls, email, Slack, product docs) are optional and tenant-scoped.
Forrester and SiriusDecisions work on sales content effectiveness has repeatedly documented that
large shares of marketing-created content go unused, and that sellers burn hours hunting for
assets that already exist. Exact unused-content percentages vary by survey year and definition —
the operational fact does not: a deck that stops getting maintained is a deck reps stop opening.
The agent's maintain step exists because a stale deck produces the same behavior as no deck.
Source: SiriusDecisions/Forrester content-effectiveness research, as summarized via Highspot. Read the full research.
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