Thanks Matthew North for the extensive response. I think the struggle comes the ambiguity of evolving in a complex environment which is reflected today in an increasing complex buying funnels with multiple sales & marketing touchpoint throughout the “buyer” journey.
The evolution of the buying funnel as well as the inability for many companies ( still ) to track effectively sales & marketing activities through the funnel can create confusion on what is the best approach. We tend to burry too quickly past practices and I believe that we should keep in sight the end result foremost.
In the case of sales, well, it is to sell your product/service to the identified personas. From my point of view, having a multi-dimensional approach is needed to be the most effective.