Organizations must be nimble and responsive to the market to be successful and survive. To support this need, we as communicators need to adapt – and part of that is seeking out closer collaboration with our sales teams. Traditionally, marketing/communications and sales are isolated from each other, with little opportunity for the strategic understanding and cooperation necessary to grow the business. Understanding our sales team’s success metrics and goals – and their ongoing progress on reaching them – allows us to tailor a strategic vision focused on growth and focused on impacting specific metrics of that growth. We have to be more aware of sales triggers than other teams do in order to make smart decisions.