Tools now allow the effect of marketing on a company's sales success to be more easily quantified, writes Will Wiegler of BigMachines. To maximize that effect, he recommends picking the right software, setting measurable objectives, and making sure marketing and sales are working together. "Your marketing team should provide essential insights that help sales generate and identify the best leads, the best ways to interact with those leads, and provide the resources, messages and delivery methods to support those interactions," he writes.

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