A new study from LinkedIn and Join the Dots have talked to sales and marketing teams that collaborate well to understand the benefits of a team approach - or Smarketing as some like to call it.

For me it's quite clear what has happened with the advent of digital.  Sales teams are moving further up the funnel to engage earlier in the buying cycle.  Marketing now need to nurture further down the funnel to provide more relevant content at different stages of the buyer journey.

In reality, the two functions are now stepping on each others toes.

Call it Inbound Marketing or Inbound Selling (Social Selling), neither will be successful if the venture on the journey in isolation of the other.