Don't passively wait for marketing to create materials. To increase your win rate, you must be a primary source of intelligence for the marketing team. Actively supply them with the specific challenges and problems you hear from customers, enabling them to create highly relevant and effective content.

You don't need to be the world's foremost authority to create a valuable workshop. If you have successfully achieved a specific result that your audience desires, you are an expert to them. Use AI to interview you and structure that specific knowledge into a professional curriculum, overcoming imposter syndrome.

Their content strategy isn't based on guesswork. They conducted hundreds of calls with their target audience, uncovering deep-seated problems. The newsletter became a way to answer the complex, real-life questions that emerged from these conversations.

To create resonant content, move beyond guessing customer problems. Analyze transcripts of past sales calls with an AI tool to identify recurring pain points, common questions, and the exact language your audience uses to describe their challenges.

Instead of asking "what blog post should we write?", marketers should ask "what do buyers ask sales before they buy?" and "what objections come up repeatedly?". Answering these internal, expert-level questions creates unique content that AI engines are more likely to cite because competitors aren't addressing them.

Instead of trying to produce polished content as an expert, founders should simply document their daily journey—challenges, learnings, and even product development decisions. This approach lowers the barrier to creation, feels more authentic to the audience, and invites them to contribute.

To deeply understand your buyer's world, consume the content they consume. A top AE listened to an M&A industry podcast—not a sales podcast—which gave him the credibility and specific language to engage a senior executive. This builds authentic expertise that generic sales training cannot provide.

Instead of trying to be a broad expert, select a niche based on a specific struggle you have personally overcome. This approach eliminates imposter syndrome because you are an expert in your own experience, and it makes your content inherently more relatable and authentic to those facing the same challenge.

When you're not a subject matter expert in the audience you're selling to (e.g., marketers selling to developers), the most effective strategy is to rely heavily on your customers. Use qualitative interviews to deeply understand their world, which provides the authentic language and positioning needed for your messaging and campaigns.