Sales and marketing merge

Traditionally, sales and marketing departments in B2B companies have had clearly defined roles: marketing generates leads, and sales closes the deal. But as buying behavior evolves and digitalization accelerates, the line between these functions is starting to blur.

Today’s B2B buyers conduct much of their research online before ever speaking to a salesperson. This means that the marketing team now has greater influence over the buying journey than ever before – and the sales team needs to engage earlier in that journey, often long before the first direct interaction.

At the same time, buyers demand a more seamless and personalized experience. It’s no longer sustainable for marketing to deliver one message and sales another. Instead, a coordinated strategy is needed where both teams use the same content, data, and customer insights – often working within shared platforms like CRM and marketing automation systems.

In many modern B2B organizations, we now see the rise of so-called “revenue teams,” where previously separate roles collaborate closely with a shared responsibility for the entire customer journey – from first touch to loyal customer.

The boundary between sales and marketing isn’t just fading – it’s disappearing. This shift brings new demands for collaboration, flexibility, and technical know-how, but it also opens the door to more efficient processes and stronger customer relationships.