The advancement in very high quality and efficient sales/marketing alignment tools has propelled the marketing function into a formidable front-line function, producing a constant stream of high-quality leads and opportunities. In many organizations, they have replaced cold calling and established themselves as the “new business creation stars” Marketing also owns other commercially critical tasks, such as creating social media strategies, website design, event planning and organization etc. They are now a genuine and significant element within the “offense unit” for all successful organizations.