Unless you’ve been hiding under a rock, you’ll no doubt know that the customer buying cycle is no longer a linear one, whether you’re targeting B2B or B2C businesses. With so many touchpoints for customers to interact with, a single hand off of leads from marketing to sales is now a thing of the past.

Now, more than ever, sales and marketing teams are finding it necessary to “buddy up” and share responsibility for both the lead generation and lead nurturing process. In fact, this joined up process can prove vital to business success. Recent research on the subject found that integrated sales and marketing activity can increase revenue from marketing by up to 208%, with sales wins rates enjoying a 38% boost.

Our infographic considers four key elements that make up a successful sales and marketing relationship.