Marilyn Cox, Director of Marketing Communications at Cincom Systems Inc., presented on how sales enablement and content marketing can drive business results. She discussed transitioning from reactive to proactive sales enablement by listening to customer needs, auditing existing content, identifying gaps, and aligning content to the sales process. Cox also covered crowdsourcing for new content, providing sales with relevant tools and information, and getting feedback to continually improve content marketing efforts. The goal is to empower sales teams with useful content that establishes them as thought leaders and speaks the same language as customers.