In the world of B2B sales, content is the new black. The Content Marketing Institute reports that as of 2016, nearly 9 out of 10 B2B marketers are using some form of content marketing. But is your organization getting the most out of its content? Lots of companies are still struggling to bridge the gap between the marketing departments that produce content, and the sales departments that engage with content-generated leads. Broadly speaking, there are two ways sales reps can use content: