Many of us marketing folks have experienced a harried request for a brochure from a sales person and set about delivering despite an overflowing to-do list. After all, this brochure is going to be the difference between winning and losing a customer, right? Wrong!
Marketers usually don’t hesitate to pull all stops to deliver a piece of content especially when the request originates from a sales person. Before jumping headlong into it, you should always take a step back and ask these questions to the requestor.