Virtually every industry on the planet is being revolutionized by technology, and marketing is no different. In the past, sellers controlled the buying cycle, with salespeople acting as the first point of contact with buyers through traditional methods such as cold calls and trade shows. However, today’s buyer has all the power, putting off talking with salespeople from anywhere between 60 to 90 percent of their way through the buying cycle. Buyers are interacting with companies on their own terms—reading blogs and website content, engaging on social media, subscribing to email newsletters, attending webinars and more—then contacting salespeople when they are good and ready.