The relationship between Marketing and Sales is notoriously fraught in Business-to-Business organisations, however adopting an Expert-to-Expert approach can help enormously.
A key premise of Expert-to-Expert is that content is produced by an expert in a supplier organisation and delivered at a time that is materially helpful to the expert buyer, and advances the aims of both organisations. This is a simple goal which few in either Sales or Marketing would argue with. However, the constraint is often that Marketing are charged with creating content but are not "in the room" while Sales speak with their clients, which makes it very difficult for them to write or commission commercially-relevant content. This problem becomes more acute as organisations become larger.
However, if a process is implemented whereby the relationship holders feed a stream of content suggestions to the relevant experts, it becomes far easier to create content that will be of value to the client.
The effect of this is to enable a key marketing weapon, content, to map the sales pipeline and align their marketing with sales' needs.
The marketing–sales relationship now tops the agenda of concerns in a survey of B2B executives. More generally, it’s important to recognize that web sites, blogs, and other digital media have made vendor organizations more visible and transparent to potential buyers, which has disrupted the inside-out funnel approach. Prospects now touch your brand and company at many different points (online, offline, marketing collateral, and so on), when they want, and each touch has an impact on selling tasks. Buyers value interaction with others at your firm besides the sales person (e.g., product specialists, technical experts, professional services personnel, delivery personnel, pre- and post-sales applications resources). In their buying streams, they expect the rep to orchestrate those interactions purposefully, and efficient coordination of these interaction points must be reflected in an effective 21st-century go-to-market strategy.