Throughout the years I worked in sales, the executive assistant (aka the “sales prevention officer”) often stood as a human hurdle to making my quota. Yet, it was essential to win this person over to my side. Without their support, there was no way I was going to convince the decision-makers and budget-holders to greenlight a deal.
The same dynamic can occur when content marketers need to tap into their brand’s brain trust – the company executives and other subject matter experts (SMEs) who possess the deep insights, specialized knowledge, and wealth of experience with the topics and technical considerations your audience wants to know. These same people can also become gatekeepers to your ability to tell your best stories and profile the cool stuff your company is doing.
