I am a big fan of Marcus Sheridan's book, They Ask, You Answer, any owner looking to expand marketing should read it.
For our clients getting into marketing I have been saying for years to stop sales reps attaching PDFs in emails to prospects and instead include links to the information. This has several advantages, the sales rep can see who clicks the link and this will help with your CRM adoption. It forces you to document information correctly and you know the rep is passing accurate information.
