At companies practicing inbound and content marketing, the salespeople still function in a similar way, but much of the heavy lifting is done by the website. In addition to all of the information a prospect may have gathered from online resources, they have also begun to trust the business that’s shared that content.

Trust is the currency of all business. It is crucial, fragile, and slow to develop. If businesses can begin to cultivate trust by way of their websites, the sales process can be shortened accordingly.