A lot has been said about AI and the potential it holds for us humans – it has been touted as the panacea and also called the harbinger of global Armageddon. While both these possibilities are exaggerated, one thing that is evident is that there are many benefits to AI, one of which is the role it can play in fostering better sales and marketing alignment. Companies with strongly aligned sales and marketing teams enjoy higher win rates (38%) and are better at closing deals (67%) (Forrester). However, aligning these two departments is often easier said than done. This is where artificial intelligence (AI) comes into play.