LinkedIn announced in October that its Sales Navigator tool would integrate with Campaign Manager to help marketers improve targeting—a move that monetizes its mountain of business data for both sales and marketing purposes.
The professional network’s update is just one example of a marked shift toward the merging of sales and marketing departments across all industries.
LinkedIn was once considered just a marketing channel for business-to-business organizations to target potential business buyers with ads and content. But this update brings sales teams into the mix, creating a shared platform for both marketing and sales departments to access data about each individual prospect.
