If sales only had to focus on selling, then the world would be in perfect balance. Sadly, sales has to do a lot more than just "sell." They have to nurture their leads and stay in front of them over a long sales cycle. This can be made much easier with lead nurturing.
Mathew is the head of thought leadership for B2B marketing at Pardot, a salesforce.com company. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies (published by Wiley, February 2014).