Often suspects will research and validate what they need to know before approaching potential suppliers. Before approaching you!
Marketing's response to this new paradigm is content, more content, lots of content. A never ending avalanche of content.
And, you hold off giving that lead to sales and feed that baby more content.
The problem is your content is probably no better and just the same as your competitors.
Your webinars, white papers, seminars look the same.
Too much content will deluge your prospects.
Marketing think better content makes the difference,
Revenue focussed sales people know that better conversations make the difference.
Let your sales team off the leash.
Give them information to have better conversations, not more content.