Jeff Linton, Senior Manager, Customer & Field Marketing at Act On Software, presents "Sales and Marketing Alignment: The Marketing Automation Effect."

What used to be marketing's turf and what used to be sales' domain have bled together, as technology removes the wall between the departments, and the barriers between the customer and the company. With marketing automation technology, sales and marketing personnel are able to work closely together at every stage in the customer lifecycle, from the nuts-and-bolts of lead scoring to the nuances of creating and applying personas. This technological revolution allows sales and marketing key gains that were for the most part unthinkable even ten years ago. With an integrated customer relationship management system and marketing automation platform, you know where the buyer is, and you have the intelligence to serve them appropriately. It's an ecosystem in which all parties – customers, salespeople, and marketers, succeed and flourish.