The rise of the empowered customer and expectation of great buyer experiences has changed the way that leading B2B companies go to market. And it’s driven an explosion of content. The challenge for many organizations is how to craft a content strategy and make it operational in a way that scales and delights their customers. Toby Murdock, GM of Upland Software and the former founder and CEO of Kapost, joins this episode of Revenue Optimization Radio to talk about how to develop and execute on a content strategy that improves the customer experience and aligns internal audience. Toby shares his insights on why building a content operation is critical to B2B success, how to create and execute on content strategy, and how to measure the impact of content in your sales organization. ___________________________________________     Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.