The most advanced B2B organizations are slowly shifting to a model of integration of marketing and sales. The merger has never been more needed than now: Automated marketing systems permanently require new meaningful content in real time, including rapid feedback, and it requires a lot of work. Marketing and sales must integrate their efforts so that everything works like a perfectly oiled machine. The processes are so fast that working "side-by-side" is not enough.
The integration means managing new functions in real time. There are new contacts and a need to evaluate their behavior and suitability for further tracking. Sales people must identify response to campaigns and recognize that a potential client was gained based on the campaign. Is the only way to use the full potential of automated marketing effectively.