Action •  Marketing Items •  Conduct a time-and-motion study to understand allocation of internal content creation efforts •  Conduct regular content audits for ongoing insight into productivity of content efforts •  Sales •  Reconsider the idea that marketing-generated content is free and disposable •  Realign with marketing in an effort to increase content usability and findability in the field •  Product •  Eliminate incentive structures that encourage quantity over quality in content creation •  Align content creation incentives to increase adoption through increased findability and relevance © 2015 SiriusDecisions. All Rights Reserved 35