The historical duty of marketers has been to tell as many potential customers about the organization and its products/services as possible. Now, with all this talk of being customer-centric, marketers are being asked to make a 180° turn.
Many marketing transformations seem to go really well until the leads start flowing to sales and get rejected, often because sales has a different idea of what leads are worth the effort and which ones are not.
As soon as you start to talk about transforming a workforce, most people immediately think about recruiting new employees. However, the bigger issue is retraining the employees you intend to keep — and keeping their skills sharp over the long term.