Ask your sales team about their pipeline and you’re likely to get an earful about the limited number of leads they get from the marketing department. At the same time, sales people often associate scale with waste, so it’s not surprising that a recent study found that B2B marketers emphasize…

Years ago, I was working on a market segmentation project for a Global Sales VP and he said, “You know, Mike, there are only two types of customers: the ones you have and the ones you want.” At the time, I didn’t think much about it.

Until recently, marketing departments could keep control over most of their content. Every communication was transmitted via an official spokesperson and every piece of collateral issued was approved by marketing and legal departments. That’s changing. The once solid firewall that marketing built around its content is starting to turn into…