What is Federated

It has always been the case that, where sales are made, there has been marketing. However, over time, these functions have become two different and sometimes conflicting teams within the same organization. Changes caused by the pandemic and by new technologies have forced these two teams to come together, work together, and use their knowledge to gain deeper relationships with customers, at a time when personal and face-to-face meetings were not possible or desired. Marketing to business customers is changing to meet the new needs of business-to-business selling.