Digitalization has changed buyer behavior, sales, and marketing techniques tremendously. Producing more contacts was once exclusively the role of sales, but this is no longer the case. Today, marketing and sales work towards the same goal as a team. Marketers attract customers by educating them about the company’s offerings and nurturing them with information until they are ready to buy. As a result, customers make a decision to buy long before they decide to speak to a sales representative. Sales needs to adapt to these changes and be ready to meet a customer, offer them a personalized solution, and walk them through the rest of the buying process.