Tightly Integrated Sales & Marketing
According to The Digital Evolution in B2B Marketing research by CEB and Google GOOGL +1.24%, the average customer is more than half-way through the purchase process (70% on the high end) before speaking with a vendor. This means that content marketing and sales strategy must be tightly integrated.
According to SiriusDecisions, B2B organizations with tightly aligned marketing and sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period. Here’s an interesting read on it.