Getting a sophisticated content marketing program happening requires a significant degree of cross-functional alignment and co-ordination.

Leading B2B sales and marketing research consultancy Sirius Decisions says “no single function can own the end-to-end content process, but organizations must appoint a foreman who acts as the operational hub for process optimization and measurement”.

The foreman’s mandate must include the following responsibilities:

  • Process (audit, internal marketing, cross functional interlocking and optimisation)
  • Insight (personas and localization)
  • Technology (content managemet system, content workflow management and sales asset management)
  • Measurement (utilization, quality and impact)

Do you have room for a “content operations” executive who is focused on content quality and efficiency? If not, you almost certainly should.

Here is Sirius Decisions’ recommended content marketing roadmap:

Sirius Decisions content model


A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: