If you're a Marketing manager looking to score big with your customers, you need to think of marketing and sales as a game of cricket. Just like a bowler needs to know the batsman's strengths and weaknesses, the marketing team needs to understand the needs and interests of their leads. And just like a good bowler will mix up their deliveries to keep the batsman guessing, the marketing team needs to use personalised and data-driven marketing to keep their customers engaged.