Here at Quintain, we practice what we preach. "We eat our own dog food," you might say.

For instance, we spend an awful lot of time talking about personas and how incredibly important they are to marketing. They are so important that we start off every retainer engagement with clients by running persona interviews and speaking directly to their ideal customers.

Well, here's a fun fact: We do it for ourselves too.

Recently, I had the distinct pleasure of interviewing the head of commercial for a biotech startup, which specializes in scientific wellness (behavior coaching based on your very own DNA), about some new (and long-standing) trends in the marketing leadership world.

But since her insights on generating revenue were so compelling, I knew I had to share them with all of you. Here's what she had to say.

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It seems like we blinked and another fruitful, exciting year at Quintain flashed before our eyes - and as we shared in the past, we had a lot to be thankful for in 2016. However, as we look ahead to 2017, we find ourselves prepping for the embrace of new ideas, strategies and opportunies.

(And we all know the best way to figure out where you want to go is to first reflect on where you've been.)

So, before we say goodbye to this year, we're taking this moment to share with you what our professional resolutions are for ourselves, as well as our advice to others looking to make the most of their upcoming marketing and sales goals in the coming year. Enjoy! 

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Salespeople have enough on their plates in their day-to-day activities without having to worry about their marketing team's content.

According to a 2011 study, less than half of a salesperson's time — only 41 percent — is spent actually selling over the phone or face to face, with the rest divided among lead generation, research, meetings and other activities.

In an ideal world, sales and marketing teams would operate in perfect harmony, each using the other's successes to improve their own performance. In the real world, however, sales teams are often plagued by marketing content problems that stem from miscommunication and misunderstandings, making them less capable and less effective at their jobs.

So where do these problems come from, and what can you do to fix them?

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It should come as little surprise that you need to handle inbound leads differently than traditional leads. When you connect with inbound leads, you have additional data in front of you: data that tells you what pages they've visited and what files they've downloaded on your website.

Plus, researching their social media accounts can help you fill in the blanks and give you a more complete picture of who your potential customers are and how they match your company's ideal prospect.

Inbound leads have done more than enough to indicate their interest to you, and now it's time for you to return the attention by connecting with them. But what exactly should that connection look like when it comes?

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The Guide to Creating Mind Blowing Content

Let's face it, there is a lot of content out there. How do you get yours to stand out?

Simple, make it mind blowing!

42 pages full of ideas for creating awesome content that converts visitors into leads and leads into customers!

Let me address an unfortunate truth: A lot of business owners under-utilize, or worse yet, don't even consult with their sales force when making revenue projections for the next year. Others make a point to include the sales team, but only with a grain of salt and a dose of ersatz enthusiasm.

To a certain extent, I get it: Salespeople want to seem as optimistic as possible and make as much money for the company as they can, so they throw out nice big numbers. But most managers are used to either disregarding or adjusting these figures to remove the estimate's built-in "fluff factor."

On the other hand, sales might suggest a lower, more realistic number based on market trends they encounter every day. Managers might have greater financial goals they expect sales to meet, and might not want to hear about complications they tend to believe either don’t exist or aren’t serious issues.

Ignoring the sales team's input can create even bigger problems for a business. Here's why executives and directors absolutely need to bring salespeople to the table when setting revenue goals for 2017.

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