The Evolving Intersection of Sales and Marketing

Where do sales and marketing overlap, and how much do they inform one another? In particular, some organizations are choosing to fold more traditional “lead-gen” roles into the official marketing side of operations.

On this episode of Maverick of Marketing, host Shannon Maverick was joined by Dusty Schroeder, VP and Head of Marketing for Vitalware.

“I think the intent was always there to bring them together,” said Schroeder. “But, over time, I think that and, the ampersand [between sales and marketing] became more of a divider than a unifier. More and more, I hear – and I find myself trying to talk this way – revenue teams, instead of sales or marketing teams.”

Even just that simple label can eliminate some of that division and support the organic unification of sales and marketing that’s occurring in response to the evolving buyer journey and the shifting landscape of relationship building and growth.

“There’s no straight line with the buyer, anymore,” Schroeder said. “Honestly, there probably never was, but it’s so much more pronounced, now. Buyers end up zig-zagging all over that buyer journey.”

Listen to more Maverick of Marketing here.

Follow us on social media for the latest updates in B2B!

Image

Latest

VCO
Ask Better Questions. Get Smarter Answers. VCO in Action
May 22, 2025

Aaron Berg illustrates how River Logic’s value chain optimization (VCO) solution transforms strategic decision-making—from plant closures to market expansion. Instead of waiting weeks for spreadsheet-driven analysis, leaders can now simulate complex what-if scenarios in real time. Whether evaluating new customer opportunities or restructuring operations, VCO delivers fast, financially grounded answers that align with both growth…

Read More
value chain optimization
What is Value Chain Optimization—and Why It Matters Now
May 22, 2025

In this episode, Aaron Berg breaks down how value chain optimization (VCO) extends beyond traditional supply chain models by integrating operational decisions with real financial impacts. He explains how VCO enables companies to rapidly simulate “what-if” scenarios—like onboarding new customers, shifting production, or adjusting sourcing contracts—while understanding profitability at every level. From strategic sourcing to…

Read More
Securing Healthcare’s Frontlines: Designing Spaces That Save Lives
Securing Healthcare’s Frontlines: Designing Spaces That Save Lives
May 22, 2025

Healthcare security: It’s not just complex, it’s critical. The rapid growth, consolidation, and operational intricacies of hospitals and medical centers create unparalleled challenges. From managing expansive facilities to securing sensitive patient areas while ensuring seamless daily operations, it’s a constant balancing act. In this episode of Innovation Obsessed, Grace Pluta from Oosto moderates a timely…

Read More
network innovations
Network Innovations
May 22, 2025

Brent speaks with Day-Vene Gilliam, VP of National Network Optimization & Business Development at Elevance Health, about how Anthem is evolving its network strategy to deliver greater value to clients and members. From expanding value-based care contracts with over 650,000 providers to leveraging digital tools like HealthOS for real-time data and gap-closure, Anthem is enabling…

Read More