How do sales and marketing work together?
Sales and marketing work together by agreeing on the buyer questions to answer, sharing data, and co-owning revenue outcomes across the funnel. In AEO (Answer Engine Optimization), marketing publishes AI-citable answers while sales uses the same messaging in discovery, follow-ups, and proposals to reduce inconsistency. TSC’s Chief Strategy Officer JJ La Pata notes that a practical starting point is a weekly 30-minute “question review” where both teams prioritize the top 10 buyer questions and map each to one asset and one sales play.
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