In this episode, Nate & Kevin talk about several ways that B2B content teams drift from being aligned with business impact, why it matters, and what marketing leaders can do to resolve these issues. Key moments in the conversation: 2:40 - Workflows bottlenecked with too many people involved8:05 - Investment cases being made but not shared 10:55 - B2B content marketing is expected to drive growth 15:45 - Mindset needed to drive growth 22:07 - Creating content on topics your competitors already cover 28:00 - Leverage reporting to drive alignment across the company