Editor's note: This post was originally published in 2011 and has been updated to be more current and comprehensive.
The goal of most marketing activities is to drive leads, which will convert to new customers and grow the business. To do this effectively, however, a deep integration between marketing and sales is needed, and it starts with shared information and processes.
While marketing and sales integration is seamless in a perfect world, the scary truth is that too many companies aren't there. In Kapost's B2B Marketing and Sales Alignment Benchmark report, it was uncovered that more than half of all marketing teams have no idea what content assets sales use most often— and within in sales, team members don't know what's used across their department. What's worse than the clear lack of visibility is that marketing and sales teams admit they don't meet together frequently, resulting in a loss of feedback and unused content.
So, are you ready to dive into a better relationship between marketing and sales? Below are three steps to ensure that marketing best supports the sales process and vise versa.