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The Montagues versus the Capulets, the Hatfields versus the McCoys... and, yes, adding Marketing versus Sales to the list of historical feuds seems appropriate.

On average, businesses with positive alignment between Marketing and Sales teams achieve 20% revenue growth per year, whereas enterprises with poor alignment experience a 4% revenue reduction, according to HubSpot.

So, how do we get this intra-departmental strife under control?

Marketers should embrace the lead handoff as the beginning of a new phase that requires its own content strategy focused on supporting Sales as it attempts to convert leads into customers.

By implementing a post-lead strategy, you can positively influence sales conversations and business outcomes. Supporting the sales team after the handoff creates a shift: The sales organization, overall, becomes more effective and ultimately sells more products or services.

The following are some ways marketers can maximize lead conversion after the handoff.

The Right Content

As marketing professionals we often think about the buyers, their buying process, and their place in the pipeline. As a result of that mindset, however, the salesperson tends to get second billing. Sellers can benefit from having the right internal sources to use at the right time in the sales process—materials that help facilitate a fruitful sales conversation and serve as a way to tee up prospect-facing material.

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image of Chanin Ballance

Chanin Ballance is CEO of Veelo, an award-winning cloud-based marketing and sales performance platform. Chanin is a frequent speaker on the topics of learning and retention, brain science, mobile engagement, and sales enablement solutions.

LinkedIn: Chanin Ballance

Twitter: @chaninballance