We all know that sales-marketing alignment is crucial. Yet for many companies it's hard to get those groups aligned. Because ... It's all too easy for marketers to get trapped inside the marketing bubble and lose sight of the fact that the entire point of marketing is to enable sales For Greg Mischio, owner of and strategic director at Winbound, a B2B digital sales and marketing agency, content only works when it's designed to enable salespeople at every stage of the sales process. And that means working directly with sales teams to get their input on the kind of content they need to help deliver leads that can actually be closed. Hence Greg's concept of marketing functioning as a "digital twin" of your sales team. If you're looking for says to better align your sales and marketing functions, this episode is worth a listen! The B2B Content Show is brought to you by Connversa, a digital content agency that turns one hour of interviews with your subject matter experts into a month's worth of premium content for every stage of your sales funnel.