Marketing should be producing content that attracts visitors to your website, converts visitors into leads, helps close them into customers and promoters.
This content should help address the problems and challenges your prospects face, help them identify, define and compare solutions that are available and educate them to the point at which they are ready to buy.
This means that marketing and sales should be using the content to help their prospects through their buyers journey.
Marketing is seen as a cost, unless you are looking for high-growth and therefore you see it as an investment. Either way if marketing are spending time producing content that sales are not using, the money is being wasted.
If you want to grow, ensure everyone can use the content, which means you need to provide content that supports every stage of the buyers journey, for each buyer persona.
Sales don't use 60 to 70% of marketing content. That means that about two thirds of marketing’s investment in content development — often as much as 12% of the entire marketing budget — can be going to waste. Content that should be impacting revenue by helping to close late-stage deals is just sitting unused.