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

private credit
Alts Innovators: AllianceBernstein’s Brent Humphries and Marc Cooper on Private Credit
November 17, 2025

Private credit has become one of the most significant shifts in modern finance—quietly but rapidly reshaping how private companies access capital. Over the last decade, assets under management in the space have surged from roughly $500 billion to about $2 trillion, fueled by post-crisis regulation, a growing appetite for yield, and the rise of…

Read More
micro internships
The Job Dating Model: How Micro Internships Build Talent, Enable Smarter Hiring, and Boost Campus Impact
November 17, 2025

Experiential learning is surging in relevance. Employers are finding it harder than ever to evaluate early-career talent, while students are graduating into a labor market where more than half—about 52%—end up in roles that don’t require their degree. That disconnect is prompting colleges to reimagine how they equip students for meaningful career entry. Meanwhile,…

Read More
Bouvet
Chasing Radio’s Rarest Signal: Meet Donato IK2EGL and the Bold Expedition to Earth’s Most Isolated Outpost
November 15, 2025

Few destinations stir the imagination of radio amateurs quite like Bouvet Island—a windswept, ice-covered outpost in the South Atlantic Ocean and one of the most remote places on Earth. Reaching it demands months of planning, rugged endurance, and a willingness to face conditions that few humans ever experience. For the dedicated team behind this expedition,…

Read More
Baker Tilly
Baker Tilly Bridges Cultures and Markets to Power U.S.–China Business Growth
November 14, 2025

Baker Tilly’s U.S.–based China practice supports Chinese enterprises operating in the United States as well as U.S. companies with Chinese-heritage leadership. Team members such as Beverly Bian, Terry Dickens, and Lucy Ni work with clients ranging from early-stage ventures to major multinational organizations navigating cross-border growth. The practice distinguishes itself through its bilingual capabilities…

Read More