In the ideal world, wouldn't it be nice if you could waltz into the office, chat about the weather, pitch your latest product, write up the contract, and hit your revenue goals (and nine holes) before lunch?

But here, in the real world, the buying journey has gotten more complex than ever before. Prospects have more resources at their fingertips, are better informed about their options, and can easily vet potential vendors with their peers. Research suggests that more than 70% of this journey is happening before the sales team ever gets involved . And that's where content can save the day.