If it's not in the CRM, your content doesn't exist
Your marketing team just spent three weeks creating that beautiful case study.
Design perfected the layout. Product checked the technical details. Legal approved the customer quotes.
But if sales never logs sharing it with a prospect in your CRM, it might as well not exist.
Website data is mostly noise
Yes, you have website analytics. Pageviews, clicks, form fills, time on page—the metrics that marketing teams love to put in slide decks.
But let's be honest: you have no idea if those are qualified prospects or random internet tire-kickers who would never buy your product in a million years.
The data that actually matters lives in your CRM. That's where you see:
Which content made it into real sales conversations
Who engaged with it
Whether it helped move deals forward
If it contributed to closed revenue
And that only works when sales and marketing operate as one unit, not separate departments with a wall between them.
The murky world of content performance
If your sales team is having calls, sending emails, and sharing content but not logging anything in the CRM, you're flying completely blind.
You can't see:
Which leads are getting proper follow-up
Which accounts are stalling out
Whether your new case study or one-pager is actually helping anyone
Instead, you get the endless loop of dysfunction:
Marketing keeps churning out content based on gut feel
Sales keeps complaining they need "better leads"
Nobody can point to what's actually generating revenue
The content disappearing act
Let's say you just launched a new case study that the sales team requested.
They all say, "This is exactly what we needed!" Great.
But if they never log using it in the CRM—no email attachment record, no follow-up note, no deal update—you have zero way to measure impact.
Even if that case study is closing deals left and right, the data won't show it. And what happens next is predictable:
Content efforts get deprioritized
Sales stops asking marketing for help
Marketing retreats to lead-gen metrics
The collaboration between teams evaporates
All because nobody logged activity in the CRM.
The mantra of serious B2B teams
Here's what it comes down to: If it's not in the CRM, it didn't happen.
I'm not telling your reps to fill out more forms or create more admin work. But if you want a revenue engine that actually functions, you need shared visibility.
At minimum, you need to track:
Which assets are getting used in sales conversations
Who's engaging with them
What happens after they're sent
Whether they're helping move deals forward
Without this data, you're just guessing. With it, you can optimize everything—tweaking titles, highlighting different stats, creating variations for different buyer types.
That's when you can finally get serious about performance marketing.
Your content might be invisible
If you're spending money on content creation and demand gen campaigns, you're investing significant resources to drive and convert leads.
But without CRM visibility, you have:
No way to tie content to pipeline
No way to prove marketing's impact on revenue
No way to double down on what's working
This isn't just a reporting problem. It's a fundamental breakdown in how your revenue team operates.
Stop chasing tactics, start building systems
The solution isn't creating more one-off pieces of content. It's building a system where content is a strategic part of your sales process:
Identify exactly where in the sales cycle content is needed
Build collateral that speaks directly to buyer concerns
Structure follow-up sequences around content
And yes—track everything in the CRM
Because if your sales team can't find your content, doesn't use it, or never logs the outcome, your content isn't just underperforming.
It's invisible.
And invisible content can't help you close deals.
In our next video, we'll dig into email sequences—why most feel robotic and how to write ones that feel human, helpful, and actually convert.
Got questions about connecting your CRM and content strategy? Email me directly: anthony@edifycontent.com
