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Most researchers agree that the average buyer does 70% of their buying research before they ever talk to sales, and 59% would prefer not to talk to sales at all. If your customers are required to talk to sales at any point in their journey, you can bet they'll come to that meeting well prepared. If the sales rep says anything that's inconsistent with what the buyer has learned online, that's going to cause problems. So sales and marketing have to be perfectly aligned or you're going to lose potential customers. The trouble is, marketing and sales don't often get along very well. One excellent way to get sales and marketing working together is to implement a sales enablement strategy. Sales enablement is the processes, content, and technology that empower sales teams to sell efficiently at a higher velocity” and that's a task marketing is well equipped to execute.