The internal battle that kills most social selling programmes:

Sales says: 'Marketing should be giving us better content to share.'

Marketing says: 'Sales won't engage with anything we create.'

Both are right. Both are stuck.

The fix isn't better content or more compliance. It's co-creation.

Sit your top three sellers and your content lead in a room for 45 minutes. Ask: 'What are buyers actually worried about this quarter?' Then build from that.

Content made with sellers gets used by sellers. Content made for sellers gathers dust.