When the sales and marketing departments are working efficiently together, they will form an atmosphere where innovation flourishes. Making a correct fusion between the sales and marketing department is one of the biggest problems for B2B companies. Relationships between the customer and the sales department has drastically changed with the addition of content marketing and social media. Buyers have more to pick from but they also have a lot more research to do to ensure that they have the correct product. Content marketing can align the sales and the marketing departments by educating the customer before they communicate with the sales person.
- Sales and marketing departments are often at odds with each other about how they view the customer journey.
- A recent survey identifies company culture as a key to improving alignment between sales and marketing.
- If B2B marketers don't measure ROI, they won't be able to make the case for content marketing.
"They are potential customers waiting for gates to open and move them to the next waypoint."