If you own your own start-up, are an entrepreneur, or are working with a start-up or B2B firm, listen up: owned media is the likely the most important, most lucrative, and least expensive marketing opportunity available to you.
In B2B Sales, it's all about the contract. You may think it odd that a marketer that preaches demand generation and marketing pipeline bring up contracts, but after all - what good is Marketing and a solid process if nothing closes? Half of the battle with Marketing is the constant tension with Sales. Usually, this tension is a good thing - it keeps the teams honest and accountable for their share of the burden. But often times there are ways the Marketing team can assist Sales by making their jobs a little easier.