When we think of B2B businesses, we know one thing to be absolutely true – relationships are important and drive business growth. But, building relationships can be difficult when your customers are receiving different messages from sales and marketing teams. You want to make your customers feel like they are important to your business and that you are paying attention to their needs. When they receive different messages from your company, they often feel that you're disengaged and don't care enough to nurture them as a customer.