s e s s e c o r M p B III 7 A t e r Orchestrating plays a h P T A play is a series of orchestrated The play metaphor In this model, Marketing is the coach, writing the interactions (both human and The ‘play’ is the perfect metaphor for orchestration playbook. Sales is the quarterback, calling the automated) across departments since it reflects the fact that there are multiple specific plays on the ground. And every customer- people at the target account, and multiple people facing department in the company has a position and channels. at your company working together to interact with on the field. The team works in lock-step to ensure the account. That’s why we use the analogy of a a buyer’s experience is positive, consistent, and football chalkboard. As in football, multiple people in context with everything else happening at on your team are lining up to multiple people on the account. their team, and you are orchestrating who does what — and when. 90