The document discusses shifting the axis of sales and marketing collaboration at ADP from a direct sales model to a centralized lead management model. It outlines the drivers for change including buyers completing most of the purchase process online before engaging with sales. It then details how ADP established a central lead center to qualify, nurture and optimize lead handoff. This included building targeted lead programs, implementing scoring models and predictive analytics, and establishing sales enablement aligned to the buyer's journey. An example pilot program showed opportunities created increased 30% while closed won increased 14% after implementing centralized lead management.