It is more important than ever that marketing and sales teams are in sync with each other. Modern buyers expect a personalised and seamless buying experience. Sales and marketing teams can only deliver this by working together and taking advantage of the data that is available to them. Buyers educate themselves before interacting with sellers, which is why digital marketing across a range of channels is so important to a modern sales strategy. By analysing the data of how different types of buyers interact with different types of content, marketing can share valuable, personalised insights with their sales teams about what particular problems a buyer is facing and therefore how they can best sell to them. But not every sale requires the involvement of a sales person. We are increasingly seeing demand for digital only buying experiences. Over the last two and a half years, all of us have spent more time online through working remotely and have become used to attending virtual events. When you combine this with the fact that younger decision makers have grown up in a digital environment, it is easy to see the importance of offering unique, personalised digital buying experiences. The best experiences give buyers the opportunity to ask questions but without ever feeling like they are being sold to.