Until recently, your buyers would be passed from one team to another as they travelled through your sales process:

• Marketing raised their awareness and generated a Marketing Qualified Lead (MQL)

• Sales sold to them and converted them into a customer

• Onboarding teams implemented the solution and passed them onto Customer Success

But today, buyers have pivoted through 90 degrees and expect to be educated by all of your teams, up front, and via your website and social channels.