Create a mutual action plan for content services
The Prospecting Show with Dr. Connor Robertson · Editorial sales resource · October 12, 2026
Coordinate the work required to evaluate and implement a purchase. This guide applies the workflow to selling content services, where a useful conversation may involve the content lead and marketing sponsor and a practical review of publishing without a clear distribution or sales use.
The finished result is a shared action plan. Work from information the buyer confirms. The examples below are planning models; replace bracketed fields and unsupported assumptions before using them with an actual account.
Start with the buyer’s operating context
For this selling context, a possible reason to investigate involves a product launch or editorial reset. That event alone does not establish demand. Check whether the team experiences this issue: publishing without a clear distribution or sales use. Confirm who owns the workflow and whether a change is worth evaluating.
| Question | Working hypothesis | Evidence to request |
|---|---|---|
| Who should participate? | content lead and marketing sponsor | The contact’s description of ownership and decision roles |
| What is happening? | publishing without a clear distribution or sales use | A recent example from the actual workflow |
| What can be measured? | content usage, qualified engagement, and sales-team feedback | A dated baseline with definitions and a named owner |
| What constrains a change? | subject-matter access, review ownership, and distribution plans | Requirements confirmed by the people responsible |
A practical sequence
- List the buyer’s evaluation steps.
- Assign an owner on each side.
- Record dependencies and realistic dates.
- Agree how changes or missed milestones will be handled.
Apply these steps to the same account rather than changing the hypothesis halfway through the exercise. If new evidence contradicts your starting assumption, update the record and reconsider the next action. The objective is a useful decision, not a completed form.
Worked example: create a mutual action plan
Illustrative example, not a report of a client result.
Buyer confirms the owner of content usage, qualified engagement, and sales-team feedback; seller prepares a sample content brief with a distribution checklist; both review subject-matter access, review ownership, and distribution plans; buyer decides whether to proceed to a working session around one buyer question. Put a real owner and mutually agreed date beside each step. Leave unknown dependencies visible.
Use a concrete artifact
A useful supporting resource in this context is a sample content brief with a distribution checklist. It should help the content lead and marketing sponsor assess the current situation without forcing them through a generic sales presentation. Keep the scope narrow enough that the buyer can correct it.
For example, connect the artifact to content usage, qualified engagement, and sales-team feedback. Identify which inputs came from the buyer, which are public observations, and which remain assumptions. Do not request private operational records before the buyer has agreed an appropriate purpose and handling process.
Build the working record
Complete this worksheet during preparation, then revise it after the conversation. An unknown is a useful finding when it is recorded honestly.
| Field | What to write |
|---|---|
| Account and owner | [Account] · [Rep] · [Review date] |
| Confirmed problem | The buyer’s description of publishing without a clear distribution or sales use, or “not confirmed” |
| Baseline | Available evidence for content usage, qualified engagement, and sales-team feedback, with source and date |
| Deliverable | a shared action plan, including scope and the person who reviews it |
| Open questions | Unconfirmed assumptions, required participants, and unresolved constraints |
| Next decision | Advance, gather evidence, revisit by request, or close the record |
Evaluate the result
Track buyer-confirmed milestones completed. Define the numerator, denominator, and review window before comparing results. Use comparable accounts and channels; otherwise an apparent improvement may simply reflect a different list or buying context.
For content services, pair the workflow measure with the quality of evidence about publishing without a clear distribution or sales use. A reply or meeting is useful only if it helps establish relevance. Record declined and unsuitable opportunities so the team can improve targeting as well as messaging.
A common failure to avoid
A seller-only timeline is not mutual. Do not force a procurement or implementation step into an arbitrary quarter-end date.
In this context, the practical consequence is spending time on a working session around one buyer question before the buyer has confirmed a reason to do it. Revisit subject-matter access, review ownership, and distribution plans early enough to discover a genuine mismatch.
When to move forward
Proceed when the buyer accepts the plan and the dependencies are workable. A sensible next step may be a working session around one buyer question, but only when it follows from the evidence. If the buyer cannot identify a relevant problem or owner, close or reclassify the record instead of manufacturing urgency.
Continue the workflow
- Run a useful pipeline review
- Review a stalled opportunity
- Create a mutual action plan across selling contexts
- Content services sales guides
For the wider collection, visit the prospecting and sales library. Learn about the host on the Dr. Connor Robertson profile or explore the published podcast interviews.