Times have changed. The traditional “buyer” journey from prospect to deal has vanished, in part by the emergence and adoption of Social Media and the Web 2.0. In a simpler time, the traditional buyer journey looked something like this:
The responsibility of marketers in the old world was to create awareness (and great marketers were also effective at advocacy). To generalize, marketers were responsible for 20% of the buyer journey and salespeople were responsible for the other 80%. Much like kicking a field goal, the marketers snapped and held the ball, while the salesperson came in to kick it through the uprights.