promoting their brand message in advertisements at the front of the sales funnel. Product organizations are prolific at creating collateral about product benefits at the end of the funnel, but not customer value. The trick is to create “connective tissue” – such as sales playbooks, marketing automation templates, and conversation templates - to drive that value messages and selling themes deeper into the customer buying cycle and support day-to-day value conversations. According to Tim Riesterer, Chief Strategy Officer of Corporate Visions “The core ‘connective tissue’ that maps messages and themes to tactical content assets are conversation templates – which are frameworks for packaging content to support highly relevant sales conversations. Conversation templates like these help marketers execute modern sales and marketing program. They help enable targeting and personalization at the point of sale, leverage Marketing Cloud software, support sales enablement programs and establish a basis for channel measurement and behavioral based incentives.” Illustration of A Content Architecture Thought Leadership Selling Page 10 © Revenue Enablement Institute 2022