Most B2B companies are deeply engaged in content marketing these days, and they are generally doing a good job of creating content that builds brand awareness and generates leads.
Many companies today use some version of the traditional sales funnel as their workflow model. Marketing works at the top generating qualified leads. Sales works at the bottom converting prospects into customers.
The sales funnel also helps guide the allocation of time and talent towards content generation and customer conversion.
With the right resources assigned to the right places in the sales funnel, the company expects sustained and repeatable revenue.