"Recently, Carlo Ancelotti, the coach, faced one of the most serious problems he has ever had. All his central defenders were knocked out of the game. What did he do? He adapted the team's play to function without central defenders and created hybrid roles for his central midfielders. Since they are quite aggressive and push forward, he assigned them the functions of the first line of defense and essentially added them to his back line of defenders. In the center, he left two flank defenders who are great at performing their roles on the flanks but lack a sense of position. What parallels can be drawn with the #b2bmarketing world? I see that the #B2B world adapts to changes much slower than Ancelotti's team, which is not surprising considering that competition in sports is much higher than in B2B. I think that 2023 brought its changes and that in 2024, we will see more lean teams, with flexible hybrid roles." Data coming from McKinsey confirms this, adapting to a hybrid work model, showcases the strategic shift towards hybrid roles. The move resulted in a 20% increase in customer meetings, indicating the effectiveness of hybrid strategies in enhancing customer engagement and sales productivity. Examples: Your sales or SDR will not only reach out to prospects to book a meeting, which is a very trendy thing to do but will be a part of the marketing team at the same time to distribute a successful AI webinar run by Marketing. Sales need to nurture their contacts not only book for meetings, like a one-trick pony. The future is looking good for those hybrid teams! In business or in football we have to stay flexible to win.