Smarketing, alignment, integration.  Whatever you call it and however you wrap it up it's no secret that sales and marketing aren't as well aligned as we had thought.

In traditionally sales led companies, marketing will be planning their year ahead with a calendar of events and a peppering of globally created campaigns that are being passed down for local execution.  It's difficult to find time (and budget) for an extra layer called "Content Marketing".

But this is where it is broken.  If both marketing and sales aligned their events and campaigns to the buyer journey, they could craft relevant content around the only stakeholder that really counts in this whole process...the buyer.  

When this happens, deal cycles shorten, closure rates decrease and budgets for content marketing increase (see below).  

It's time that sales and marketing stop trying to align to each other and started aligning around the buyer!