Sitting in a Microsoft conference partner session on the buyer’s journey, the team at Total Synergy heard a valuable message: they were engaging with their prospects much later in the sales cycle than they previously did. It was time to restructure. CEO Scott Osborne tells how they switched the focus from sales to marketing (the sales to marketing staff ratio flipped from 4:1 to 1:4!) and focused on aligning their core values with all their content. It was a transformational success.