If your content marketing and sales processes each exist in a hermetically-sealed bubble, then you are not getting the most out of your investment in content production. Many leaders are happy to let the marketing team produce content, hand over qualified leads to sales and never the twain shall meet. But storytelling has an important role to play throughout the sales journey, from introduction and establishing credentials at the top of the funnel, to actually assisting the sales team with collateral to nurture leads in the middle and developing engaging proposals that aid in closing a deal at the bottom…

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