Illumina: Cutting Through Content Clutter

January 1st, 2018

Christine Polewarczyk

Summary

As B2B organizations endeavor to increase content efficiency and decrease waste, many find that implementing a content operations function provides a single source of organizationwide visibility and accountability. By creating a cross-functional content workflow process and view into systems and repositories, these organizations are prepared to get the right content to the right person at the right time. In this case study, we describe how Illumina built a content operations function to transform marketing’s ability to meet the content needs of sales and support and drive organizational growth through increased sales productivity.

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