In the Content Marketing Institute's last published benchmark data, only 29% of companies say their content strategy is very or extremely effective. The responses on why strategies are not effective highlight the challenges they face:

• 45% say they struggle to align content strategy to buyer's journeys.

• 43% say aligning content across marketing and sales is challenging.

• 40% find it difficult to communicate across internal silos.

• 55% struggle to create content that prompts a desired action.

I could go on but I'll leave you to look at the detail. There's lots of data about budgets, tech stacks, use of AI but, for me, there is one massive gap.

There is no mention of the customer!

The research reflects the biggest failing CLG Forum finds in organizations: an inside-out, siloed approach to most go-to-market challenges.

We continually express the critical importance of an approach purposefully designed to deliver measurable results to chosen customers that drives profitable revenue for the supplier. It's an approach that makes measurable customer the red thread through all go-to-market teams and activities, including content.

The frameworks we advocate guide companies in how to:

• Build a value proposition that expressly addresses customer results.

• Craft ICPs that define the results that matter to key roles in target customers.

• Build an outside-in customer lifecycle where each phase is expressed in what the buyer/customer needs to do and how we help, including what content we provide.

The understanding and tools are there to address all the challenges the CMI's research identifies. We challenge orgnaisations to dump siloed thinking and mindsets and adopt them.

To learn more, visit www.clgforum.com or try our new CLG-AI at www.delphi.ai/clg-forum.