In 1519, Captain Hernán Cortés landed in Veracruz with one mission in mind: conquest. Upon arriving, he gave the order to his men to burn the ships. Trouble Group found ourselves in a similar situation. We’ve burned our ships.

Sales and Marketing departments in many companies are not aligned in their goals, expectations, or understanding of each other. That’s not news to anyone. The news is that after scores of consultants have attempted to fix the issue, it’s still not fixed.

So why were the 34% who weren’t getting ROI from their content marketing efforts going to spend more on it? There was only one answer: Content marketing had become over-hyped.

If the world was zigging towards content marketing, then our advice was to run the other way.