Marketing departments are responsible for identifying and crafting messaging that will resonate with ideal buyers. Yet ironically, the individuals with the most face to face interaction with your future and current customers aren't marketers - it's often the salespeople and account managers.

On the flip side of the coin, sales team members are responsible for the continuation of a buying process that started well before their first meeting with a prospect. The typical B2B buyer has completed close to 70% of the buying process before engaging sales, much of that digital content consumed via search and social channels. A cohesive and compelling messaging strategy that bridges marketing and sales is proven to dramatically increase close/won rates and improve speed-to-close.

Through a collaborative approach to marketing and sales strategy, insights from sales interactions are communicated to marketing decision makers to help prioritize strategic decisions, populate content calendars, optimize ad campaigns and inform website strategy. And sales teams are armed with marketing collateral needed to reinforce the value proposition and unique selling differentiators through case studies, thought leadership, client testimonials, pre-approved references and industry statistics.