The divide between sales and marketing is real, but that doesn't mean the two departments can't be better aligned. The question is how to do it.

New research from Content Marketing Institute and LinkedIn suggests that content can be the bridge that brings the sales and marketing departments together. The new white paper, "Content Marketing: Unlocking Sales and Marketing Performance," finds many data points that indicate content can boost sales-marketing alignment:

  1. Marketers in highly aligned companies were significantly more likely to work closely with their sales teams in using content: 81% of highly aligned companies collaborate with sales on how to use content, while just 25% of low aligned companies do.
  2. Using Account-Based Marking is a sign of alignment: 57% of highly aligned companies use account-based marketing, which is closely tied to using sophisticated content marketing targeted to specific accounts, compared with 28% of low aligned companies deploying ABM.
  3. Alignment can lead to bigger budgets: 61% of highly aligned companies expected their budgets to grow in 2018; just 35% of low aligned companies expected budget increases.

In the report, you'll also find four practical ways that marketing and sales teams can achieve increased alignment. Download the full report now!

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