The document summarizes key points from a meeting of 500 sales and marketing leaders. They discussed the convergence of digital and physical customer experiences, termed "phygical". Companies now face more competition from all buying experiences rather than direct competitors. To align sales and marketing, companies must focus on customers rather than products. Misalignment between sales and marketing costs U.S. companies $1 trillion annually. Content alone is not enough - it needs context to build trust. The document outlines three steps to improve relevance: get closer to customers, hold regular cross-functional meetings, and don't focus only on the top and bottom of the funnel.

1. Connect The Convergence
of Sales & Marketing
What do you think happens
when you put 500 sales
and marketing
leaders in a room?

2. Not what you might expect…
so here’s the lowdown on what came up…

3. We learnt a new word…
Phygical
The convergence of the digital with the
physical world as it relates to the
customer journey
adjective

4. And felt for those that
couldn’t make it 

5. But in the end, everyone agreed

6. 1900 1960 1960 1990 1990 2010 2010 PRESENT
Age of ManufacturingAge of Distribution
Age of Information
Technology
Age of the
Connected
Customer
We are in the age of the
connected customer

7. Where you're no longer judged
against your competitor
You’re judged against
every buying
experience, ever

8. Customers aren’t asking what to
buy…
…rather what to buy in to?

9. So when did B2B start
to mean…
Be Too Boring?

10. Losing companies are
focusing on products
and services
Winners focus on
the experience

11. the only way to align
sales and marketing
is to focus on
customers
not products

12. US companies waste
1 trillion dollars
due to marketing & sales misalignment
The B2B Lead

13. Your audience doesn’t want to
become a sales lead…
…they want to solve a problem

14. content is the
link between
companies and
customers

15. But content alone is
not enough…
you need
content in context
to build trust

16. Context = Relevancy
and customer relevancy should be your ultimate goal

17. So here’s our three steps
to being more relevant

18. Get closer to your customer
Have a process to get feedback from
the front line to the rest of the business

19. Hold regular sales and marketing meetings
Get in the same room

20. Don’t get funnel vision
It’s not about marketing at the top and sales at the
bottom – Organisations need a joint plan to
engage at all stages of the buying journey