Successful sales and marketing no longer follow the playbooks that worked even just a few years ago. The rules have changed, yet most organizations and the sales and marketing professionals they employ haven't made the transition.
When you can buy most anything you want online, the retailers who serve us seem interchangeable. But they don’t have to be. Recently I placed my first order with Sweetwater, a music instrument and pro audio retailer, and was amazed by how well they treated me.
Back in the day, only people in the sales department worked with potential customers. Most big companies still do it this way. However, with the popularity of instant engagement via social networking, we’re all in sales now.