Earlier this year, a leadership team sat around a table mapping out targets for the year ahead. They were discussing a competitor doing something bold—new positioning, a flashy launch, the works.
Naturally, the conversation turned to whether this would work for them.
Two of the directors, both with decades in the industry, exchanged a knowing glance. This wasn’t new. They’d seen a similar strategy from a fast-moving challenger years ago. It looked exciting back then too—until it crashed and burned because of a subtle but critical flaw.
They explained the flaw. They explained why it failed. The rest of the leadership team nodded, the meeting moved on… and that moment was lost forever.
What never made it to marketing was a golden opportunity:
- A chance to share a smart, experience-backed counterpoint to a market trend.
- A way to clarify the company’s position, grounded in deep industry knowledge.
- A timely, relevant story that could have turned heads and earned trust.
But marketing never even knew it happened.
The insights that matter don’t live in your content calendar
Most companies aren’t short on content ideas. They’re short on access.
That moment above wasn’t unique. Every day, people inside your company say things worth turning into content. Not hypotheticals. Not brainstormed fluff. Real, lived insight.
But here’s the problem: the people who know what makes great content aren’t in the room when those insights get shared. And the people in the room? They often don’t realise what they’ve just said is gold.
Insights tend to live in conversations between:
- Sales teams and prospects (“Here’s what made them say yes.”)
- Engineers and leadership (“Here’s why we’re changing this product.”)
- Founders and ops teams (“Here’s what we learned the hard way.”)
If those moments don’t reach the people responsible for telling your story, your content becomes disconnected from the pulse of the business.
Marketing’s job isn’t just to create. It’s to curate.
If you want more valuable content, don’t start by asking what marketing should say.
Start by asking: who in this business knows something the market needs to hear?
Sales is often your most powerful stakeholder. They know:
- The language your buyers use.
- The objections that almost killed a deal.
- The one story that consistently gets the head-nod and the green light.
Leadership knows what not to chase—and why. Subject matter experts know how things really work. And sales? Sales sees the whole map. They need to know just enough about every team to sell what the business is capable of.
Excluding them from the creative process means leaving untapped value on the table—every time.
Still Works was built for this.
At Still Works, we don’t believe marketing needs to hustle harder to come up with ideas. We believe the best ideas already exist—buried in Slack, call recordings, one-liners, or old meeting transcripts.
Our tool is designed to unearth those “hidden in plain sight” insights and feed them into marketing in a way that’s frictionless, not forceful.
But it’s not just about software. It’s about culture.
Because once you catch one of those insights—use it—see it work—and tell the story of how it happened?
You’ve created a shared win.
And shared wins change behaviour.
People who never thought of themselves as “creative contributors” start pinging you with ideas. Someone drops a killer phrase in Slack. A sales rep flags a competitor trend with a smart angle. Bit by bit, your internal content engine gets louder—and smarter.
We don’t promise to catch every insight. We aren’t planting creepy listening devices on desks. But we can help you catch 30–40% of the brilliant, business-specific ideas that would otherwise disappear.
And that’s more than enough to level up your entire content strategy.
The new job of marketing
The next generation of marketing teams won’t just produce content. They’ll act as the connective tissue between what the business knows and what the market sees.
They’ll make it easy for others to contribute.
They’ll amplify the wins.
They’ll reward the MVPs.
And they’ll make sure no great idea dies in a meeting room ever again.
Sales talks to customers. They know what makes them hesitate, and what makes them act. If marketing doesn’t listen, the whole company misses out.
Still Works is here to help you listen.
