The Role of B2B Marketing in the New Buying Process
So we get confused, whats the role of marketing, whats the role of sales? Many of us still have the headset that marketing creates awareness, drives demand and leads, which sales qualifies and ultimately closes. Its the classic vision of the marketing funnel feeding the sales funnel.
But the customer is really screwing things up. They dont want to cooperate. They want to be engaged in a different way.
Source: Partners In Excellence