The B2B buying process has changed. Customers are more informed than ever, heavily researching businesses online, and coming to them slap-dab in the middle of the journey. This means marketing and sales teams need to inspire and educate customers on these ‘self-led’ buying journeys from day one.

And since customers expect the smoothest of experiences – alignment is critical, especially for B2B SaaS companies.

To win, sales and marketing need to go hand-in-hand, integrating inbound and outbound activities.