Without question, B2B marketing and sales organizations are undergoing nothing short of a revolution thanks to increased investments in technology and the continued proliferation of mobility, automation and data intelligence tools.

As a result, we’re seeing a dramatic shift in how marketing is working with sales. Roles are continuously blurring and there’s greater fluidity in where the lines are drawn between tasks that are the domain of a marketer vs. a sales rep.

For most B2B marketing and sales organizations, this continued evolution will likely drive more CMOs to share greater responsibility for their company’s revenue metrics with their counterparts in sales.

Against that backdrop here are five mega trends that are shaping sales and marketing organizations:

Trend #1: Marketing and sales teams will become more closely aligned.

The success of any organization depends on this interlock. Teams are realizing their co-dependence, and actually beginning to embrace it. Sales teams need collateral and content generated by marketing to drive and convert leads. To better craft content, marketing needs sales to provide customer insights, objections raised, and competitive intelligence. Sure, there will always be finger pointing between the two groups, but it will be balanced with high-fives.

Trend #2: Sales enablement roles will continue to evolve.

As the alignment between marketing and sales has become stronger, we’ve already seen many organizations establish the role of sales enablement director to bridge the gap between the two departments. That relatively new role is evolving rapidly to focus more on sales enablement effectiveness, with factors such as sales readiness and learning, as opposed to efficiency.

Trend #3: Training event budgets will spread out.

Studies show that, within 90 days of a training event, 80 percent or more of the information given during the event is forgotten. But the national sales meeting isn’t going away any time soon. Instead, companies will shift funds to emphasize ongoing coaching and training over a longer period of time. Marketing and sales organizations are catching on to the fact that practice and coaching are key to message absorption, increasing win rates, and implementing methods and tools to reinforce learning.

Trend #4: Video will emerge as a pervasive sales enablement tool.

Video is everywhere in businesses today. Studies show that employees spend about 45 minutes a day watching video, with this number likely to double by the end of this year. Modern marketing and sales organizations are already harnessing the power of video to give their teams a competitive advantage in capturing, curating, and sharing best practices from the field, as well as onboarding reps and providing ongoing coaching to sales reps. Video’s accessibility and ease of use – particularly when coupled with mobile technology – allows sales reps instant access to relevant content they need, when they need it. Knowing that more than 4 billion videos are viewed on YouTube every day, it makes sense that video is being embraced in the workplace.

Trend #5: Social selling will become ubiquitous.

We know that social media is an incredibly powerful tool for identifying and researching prospects, which is why – for several years now – the trend of social selling has been popping up on year-end predictions lists. However, all selling is social, which is why we’ve never differentiated between “networking-with-friends selling” or “going-to-networking-events selling.” Social selling will become a standard practice, so much that the label “social” will eventually get dropped and it simply becomes just another part of selling.

With better collaboration, training, and technology, forward-looking organizations can navigate these changing currents and set themselves on a path to capture market share this year and leverage the combined power of sales and marketing organizations working in tandem.