What role does marketing play in supporting business growth in 2021? In order to answer this question, VP of Marketing Michael Waldron says it's important to first separate the relationship that the marketing team has with the buyer from that of the sales team.

"Think of this in terms of a typical business day; marketing owns the 9-to-5 relationship, and sales owns the 5-to-9 relationship," Mike says.

Brands need to make themselves discoverable to potential customers from through thought leadership and brand awareness campaigns to educate prospects on their value proposition.