Buyers don’t care about your product or service.

They care about the problems and opportunities they face and how your  expertise can help them. Consequently, Marketing and Sales share a common goal:  earning the right to connect with buyers.

As marketers, we’re well aware that our priority has shifted from outbound to  inbound marketing. For Sales, a similar dramatic shift has occurred—away from  relationship selling to value selling. Now, salespeople must provide insights at  each stage in the buying cycle to earn trust; that’s an incredible challenge  when buyers are doing homework on their own and engaging later on in the  process—and only with a person and a company with expertise they respect.

Owning “awareness and lead generation,” and then lobbing a lead over to  Sales, is no longer sufficient for Marketing to do.

Generating qualified leads via inbound marketing and then helping Sales use  content to address buyers’ needs across the lifecycle has never been more  important for creating opportunities and closing business. I’m referring to  resources and insights that capture buyers’ attention, spark conversation, offer  problem framing and solving perspectives, demonstrate value, and trigger  action. – href="http://www.marketingprofs.com/articles/2013/9807/seven-ways-to-help-sales-use-marketing-content-to-win-buyer-trust">Seven Ways to Help Sales Use Marketing Content to Win Buyer Trust by Cliff Pollan

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