Behind the scenes, in the boiler room of every marketing machine, lies a huge pile of Marcom fuel. Project plans, development updates, and many multi-sheet wonder-colored “Campaign-O-Matics” – all in the form of Excel spreadsheets. Forecasts, annual reports, and pitch decks in PowerPoint. Newsletters, press releases, brochures, case studies, and scripts in Word. You can’t starve this part of the engine that runs on content – just as you can’t effectively run a business without data. What worries me is that marketers tend to overplay outside-in data mining/analytics and underplay inside-out content risk management.