We are increasingly seeing sales and marketing teams work closely together and less in silo, sharing a common goal - getting the right message to the right person at the right time. Although the world around us continually changes, that goal remains the same. Without face-to-face engagements, marketing teams can create new engagement opportunities for sales teams through content marketing, such as thought leadership. Thought leadership, a form of digital PR, is particularly relevant in digital sales experiences as it allows one to demonstrate subject matter expertise and add additional touchpoints in the buyer's journey without having to rely on externally-organised conferences and events. It also means that when a buyer is ready to speak with someone, they are already aware of the brand and the person they will be speaking to - opening up a much warmer conversation on first contact. Marketing should ensure that any thought leadership shared by their sales teams still supports the business brand. This is important to ensure that both individual and company credibility is built, but without the individual coming across as a corporate mouthpiece. To best support their sales team, a marketing team’s first priority should be to make the buying journey as self-serving as possible.