How do you connect content creation to actual pipeline and revenue growth?

Most marketers create content and hope it moves deals forward. Katerina Maerefat shows you the exact system to prove it does—then build more of what works.Content becomes powerful the moment you stop treating it separately from your revenue funnel. In this episode, Katerina walks through how to map content performance to pipeline stages, identify which pieces actually influence closed deals, and use that data to shape your next creation priorities.What you'll learn in this episode:- How to structure pipeline metrics that reveal which content types drive closed opportunities- Why "aligning on business objective first" changes which content you build and how you measure it- The content mapping exercise: cataloging type, format, and funnel position to spot gaps worth filling- How to identify white space opportunities by analyzing funnel velocity across industries and personas- Building a cross-functional operations committee to align marketing, sales, and CS on shared initiatives- Why senior alignment on OKRs cascades into bottom-level execution on content that actually moves revenueGuest BioKaterina Maerefat is VP, Growth Marketing at Mediafly. With 15 years of marketing experience—13 of them in PE-backed B2B SaaS companies—she has built growth functions across oil and gas, e-learning, supply chain risk, and revenue enablement. Her career evolved from marketing generalist to specialist in growth marketing, marketing operations, analytics, and marketing technology. She brings both the metrics-driven precision that shapes strategy and deep respect for the craft of content creation. Katerina connects with peers on LinkedIn.Text us what you think about this episode!