Abolish Sales and Marketing, Embrace the Buyer's Journey

I’d like to share a story about a company, let’s call it ABC. With about 50 employees, ABC develops construction tools to manage large capital projects like building hospitals and libraries. ABC's customers love the savings they get from using its products, and ABC feels it's doing the right stuff. It markets via a website, blog, webinars, email campaigns and press releases — its sales people do a lot of sales calls, too.