Sales and content marketing are often seen as separate functions, but in reality, they thrive when working together. In this session, Craig Wales will challenge the misconception of a divide between sales and marketing by showing how content can empower sales teams to stay top of mind, answer customer questions preemptively, and build trust through thought leadership. He’ll also demonstrate how sales teams, with their intimate customer knowledge, can fuel more effective and relevant content strategies—creating a collaborative cycle that benefits both teams and drives business growth. Key learnings: - Overcome the perception that sales and marketing are separate functions by demonstrating how collaboration enhances both teams' effectiveness and business growth. - Use content to proactively address common customer pain points, allowing sales to handle objections and advance deals faster. - Equip your sales team with high-quality, educational content that positions them as knowledgeable experts in their field. Tap into your sales force as a vital source of inspiration and insight. Sales teams understand customer needs, challenges, and objections better than anyone, making them invaluable partners in shaping effective content strategies. Align content with each stage of the sales funnel to guide prospects from awareness to decision-making, maximizing engagement and conversions.