In most marketing departments, success is measured by output.

• “We published 4 blogs this month.”
• “We posted 12 times on LinkedIn.”
• “We created three new white papers.”

The marketing team high-fives. The CEO sees the activity and assumes things are moving in the right direction. But there is a devastating statistic that no one talks about.

According to SiriusDecisions (now Forrester), an estimated 60-70% of content produced by B2B marketing organizations goes completely unused. It sits in a Google Drive folder. It gathers dust on a forgotten landing page. The sales team never sends it to a prospect. The customer never reads it.

You think you’re building an asset library. In reality, you’re piling up a digital landfill.

This happens because most content is created to fill a calendar, not to close a deal. It’s a clear lack of strategy. We call these “Random Acts of Marketing.”

It’s the blog post about “National Donut Day.” It’s the generic “5 Trends in Tech” article that says nothing new or that you have no POV on. It’s the beautiful brochure that lists features but solves no problems.

The marketing team creates it to prove they are working. The sales team ignores it because it doesn’t help them sell.

This isn’t just a “strategy” problem. It is a slow leak in your budget.

If you spend $500,000 a year on content production, $300,000 of that is statistically wasted.

How do you stop the bleeding? You change the filter.

Before we create a single asset at STUN, we ask a simple, binary question: “Will this help a Sales Rep overcome a specific objection?”

• If the answer is “No,” we kill it.
• If the answer is “Maybe,” we kill it.
• If the answer is “Yes,” we double down.

We don’t need more content. We need functional content. We need the case study that proves ROI to a skeptical CFO. We need the “Comparison Guide” that de-positions the cheaper competitor. We need the technical one-pager that reassures the IT Director.

The goal of 2026 isn’t to be the “loudest” brand; it’s to be the one your sales team uses. When you stop measuring “Volume” (how much we made) and start measuring “Utility” (how often Sales used it), the waste evaporates.

You might produce fewer pieces. But every single one will be a weapon, not just noise.

Stop lighting your budget on fire. Stop the Random Acts. No more ineffective execution.

Make everything fight for its right to exist.