An excellent paper from Evert Gummesson. It particularly explores the complexity exemplified in the statement "you don't employ the law firm, you employ the lawyer".

The upshot of this, from a marketing perspective, is that the marketing team cannot take on the task of marketing on their own. They can facilitate and cajole but ultimately the lawyers (in this example) have to do the networking, go to the conference and write the blog posts.

They cannot and should not be entirely shielded from getting people to buy their product.