Marketing departments frequently operate on intuition rather than data, leaving teams to guess which materials actually resonate with prospects. Terra Higginson, principal research director at Info-Tech, notes that low-value assets do more than merely fail to convert; they actively weaken brand confidence and slow the momentum of the entire sales cycle.

To correct this, the firm’s new blueprint, Create Assets to Accelerate the Buyer Journey, introduces a two-phase framework designed to purge ineffective content. The process begins with a rigorous benchmarking phase, where organizations must audit their existing libraries to identify and retire materials that no longer serve a clear business purpose. Once the clutter is cleared, firms transition to an evidence-based strategy focused on persona development and precise channel alignment. By replacing assumption-driven content creation with this structured methodology, leaders can stop subsidizing underperforming assets and instead invest in tools that directly support buyer decision-making and long-term revenue growth.