Executive Summary •  Key issues •  The majority of b-to-b content creation is done internally across functions, representing a huge blind spot in the marketing budget •  Most b-to-b organizations have a hunch they’re wasting money on content creation, but have no ability to capture the total spend − never mind analyze waste •  It’s impossible to even begin to think about return on investment without having a good handle on what the investment truly is •  What you will walk away with •  A model for calculating the total amount an organization spends on content today •  A methodology for analyzing and benchmarking content spend •  A preview of the SiriusDecisions Cost of Content benchmark © 2015 SiriusDecisions. All Rights Reserved 4