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By Larry Kendall, author of Ninja Selling and chairman emeritus of The Group, Inc.

I had a conversation with a young woman who has a senior level position in our industry and almost 12 years of experience in our business. I asked her what she thought about the screaming voices about how technology will kill the industry in some fashion or another. She had an interesting view.

You may have heard people casually throw around terms like SEO-optimized blog entries and hub-and-spoke content marketing strategies. You may have been encouraged to produce different types of videos or start a contest—all in the hopes of driving more customers to your sales funnel.