Technological advances such as marketing automation and advanced CRM systems means that the once colossal divide between sales and marketing is slowly being reduced, and both sides are seeing the benefits. Their newfound relationship is based on the principles of information sharing, team work and a common goal. This whitepaper explores the idea that by working together from the very start of the lead generation process, both sales and marketing can maintain a unified understanding of the prospects they are targeting – keeping their eyes on the prize.