Words from a famous Fleetwood Mac song by the same name. It easily encompasses the control that sales targets have during the sales cycle and after some potential sales contact. In the old world sales team follow-up was pretty clean – call, email or note, or even send them a white paper. Cycled over a few weeks this was often seen as the most that could be done. Many brands we see either shy away from a more orchestrated approach or over-do the direct communications choices and drown targets.