Sales and marketing teams often struggle to collaborate effectively due to lack of access to shared, accurate data. This leads to misalignment across the business, resulting in missed opportunities and decreased growth. However, sharing data across departmental lines can help organizations embrace collaboration, gain a more accurate vision of performance, and connect with customers on a deeper level. By combining analytics from sales and marketing data, businesses can unlock actionable insights that improve buyer personas, align and target content, personalize customer experience, address pain points, maximize ROI, and create campaigns that attract quality leads. Marketing teams can leverage real-time data connectivity platforms to access and analyze cross-departmental data in real-time, directly in their preferred analytics tool, without needing custom integration pipelines. This enables marketing processes to connect with sales data, allowing for more personalized sales processes and enabling sales teams to tailor their conversations with leads based on previously collected marketing data.