There has been new technology also. Companies have poured millions of dollars into CRM (customer relationship marketing) and other business technology but many have found that the take up by their people has been poor and that the promised business benefits failed to eventuate.
Technology should be seen as an enabler of people and not some sort of process panacea, or as an end in itself.
Where technology has been a boon is enabling greater facilitation between the sales and marketing departments. There have been some really cool apps that have helped make collaboration easier, the feedback more constructive and the communication happen naturally. This can be every day, instead of once or twice a year at the annual sales kick-offs.