Tablet computer with handWe’ve all heard realtors say it’s “location, location, location” that sells a house. Well, now there’s a similar rallying cry for B2B marketing.

To succeed in today’s complex and fast-paced business environment, B2B marketers say you need “content, content, content.”

That’s what I have been saying since the beginning of my career!

Content was king then, and it’s even more so today. Unfortunately, though, as Forbes makes crystal clear in its new report, Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain, the paradigm shift to publishing remains largely misunderstood. As a result, CMOs aren’t getting the most impact from their investment in marketing and sales content, and they’re missing out on valuable opportunities to accelerate growth, improve efficiencies and enhance the customer experience. Forbes confirms what many of us have known for some time: The marketing content supply chain is now critical to growing the top line, and that the CMO needs to become a publisher in order for the enterprise to succeed.

What can you do to get the most impact from your investment in marketing and sales content?

After interviewing 380 global marketing executives and 50 subject matter experts, Forbes has identified seven key points of control, leverage and scale in the enterprise publishing process. Briefly, those seven points are:

1. Content planning. Marketers are using technology to enable an editorial structure and facilitate crossfunctional content planning, investment and collaboration across the enterprise.

2. Content sourcing. Marketers are using technology to establish a centralized content sourcing control point, streamline the process of managing large teams of content creators and automate the enforcement of content standards from corporate marketing.

3. Content targeting. Marketers are leveraging technology to impose well-structured targeting taxonomies and establish common customer profile data to improve content utilization, relevance, personalization and performance.

4. Content governance. Marketers are using technology tools and solutions to provide corporate marketing greater control of the quality and compliance of marketing content assets across large, complex enterprises.

5. Content assembly. Marketers are using technology to systematize the planning, production and assembly of modular content elements into highly effective marketing content assets that are easy to personalize, distribute and reuse.

6. Content distribution. Marketers are putting in place systems, managers and processes for coordinating, delivering and tracking content across a wide variety of digital sales, marketing and media touch points.

7. Content measurement. Marketers are establishing analytics, tracking and reporting to better understand, measure and optimize core content economics in one place—including speed, cost to sell, utilization and impact.

Forbes found that best-in-class marketing and publishing organizations have zeroed in on these key points as the best ways to reduce cost and complexity as they grow their publishing organizations. In order to establish a scalable enterprise publishing process, you’ll need to do the same, simplifying, streamlining and automating specifically in these areas.

How much will change in the next five years? That remains to be seen. But this I know for sure: Marketing is becoming more and more individualized and CMOs will continue to want to optimize how relevant, timely content is managed and distributed across sales, marketing and media channels.

To find out more, you can download the Executive Summary or purchase the full report from Forbes here: Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain. Teradata is pleased to be listed among the top dozen or so companies Forbes identifies as “best qualified to enable brand publishing across the enterprise.’