Marketing would conduct all sorts of programs High Performance Selling Review to increase awareness, drive demand, generate leads. Marketing would hand those off to sales-sales would reject them, we would go back and forth a little, a few leads would be qualified and then sales took over, marketing's job was finished, the ball was in sales court, it became sales' responsibility to close the customer. Marketing's role was relatively independent of sales, and the processes were executed sequentially. Often one could be successful-achieve their own metrics or goals, while the other might not.Things have changed. Customers are buying differently. The game has changed for marketing and sales. My friend, Rich Bravman describes the new marketing and sales as something like a basketball team.

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