cool opportunity actually - of course not without some risk and discomfort - but this is going to become increasingly common with AI where leaders are going to ask you to rethink your comparative leverage in an AI context. obviously not knowing many of the details - here's how I'd approach:
- 1.
If content/proof points are important - you still need to find a way to get this done - but you just can't spend a ton of time on it. luckily content creation I'd argue isn't super high complexity anymore and so you can start to automate/autopilot/templatize scale it - you'd still want to do a handful of high production stories/videos with the top customers every year - but use some sor of scaled way to capture feedback from customers and transform it into content. Obviously a platform like UE would help but if you can't make that work wire up Typeform and then just dump into into Notion or Airtable or Claude something w/an AI front end reps can search.
- 2.
With a bunch of content and a self-serve channel for reps to consume that content, that should help protect your time to go run some more ambitious customer marketing programs. A light advocacy program that can spin off reviews to review sites, ID references, speakers, referrals is high impact
- 3.
Move some of your customer storytelling skillet into a lifecycle / customer enablement / adoption channel - ie get customers to do webinars and blogs on best practices and new feature adoption. then this content can be used to nudge/activate users to adopt more.
- 4.
Get really specific on how content and advocactes can help drive expansion - e.g. identifying advocates in bigger accounts that can help you get introd to x-sell opportunities. create collections of content/proof for add-on products you're trying to attach
But yea out of all the things that you can create some leverage on and automate - content is definitely one of them - and you're right you have to keep it going it just can't suck up all of your day - you need that time to go make some progress on programs that align to the big company OKRs (e.g. GRR and NRR)
