Resources to help go-to-market leaders adapt to changing business conditions. Learn More

Today’s sales and marketing teams are operating in the age of the customer. In order to be successful, these teams must focus their strategies and actions on the buyers’ problems and opportunities. This means that instead of focusing sales conversations and marketing content on product features and company glory, the focus must be on the buyers’ situation and how we can help them solve their problems or make the most of an opportunity.

The shift in focus from product-centric to customer-centric reveals another shift that must occur in order for today’s businesses to remain competitive: a shift in the sales-marketing dynamic. The traditional independent and siloed operations of sales and marketing teams simply don’t cut it anymore. Sales and marketing must work together to provide the buyer with high quality, relevant, valuable content in conversations for just a shot at winning the deal.