You must talk to sales or AI will steal your stuff

Your sales team knows exactly what's getting ripped off.

They're in the trenches every day, hearing what competitors are saying, seeing what prospects have already been told, and experiencing firsthand when your messaging lands or falls flat.

This matters more than ever in the AI era.

Whatever your role - consultant, in-house marketer, contractor, copywriter - you need direct, regular feedback loops with sales. Not quarterly. Not monthly. Weekly minimum.

In my space the competition is heated. Any good angle, any effective pitch, any compelling story gets swiped almost immediately. Your carefully crafted positioning becomes someone else's "inspiration" before the ink dries.

The sales team sees this happening in real time. They know when a prospect has heard your exact pitch from three other vendors. They feel it when your once-distinctive value proposition suddenly sounds generic to customers.

You can't rely on outdated frameworks like "create 10x content" anymore. The copying happens too fast, and AI accelerates it exponentially. By the time you notice your approach has been swiped, the market's already saturated.

The answer isn't working harder on easily replicable content. It's creating what can't be effectively copied - proprietary insights, unique data, customer-specific content that demonstrates real understanding of their business.

And you only know what that looks like through the eyes of your sales team.

Don't waste time building marketing assets in isolation. Don't put in all that effort just to have someone rip it off instantly. Get the feedback circuits running with your front-line team, and let their battlefield intel guide what you create.

Brooks

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