It's hard to dispute that we live in a knowledge economy, with the success (or failure) of your organization often resting upon the efficiency with which you can tap into knowledge, both from inside and outside of your organization.
This graphic above is from the works of Robert V. Keteyian, who works in the space of “interpersonal communication consulting.” He’s been an advisor to many within the Human Resources space for years, and his work has been featured on Fast Company, among numerous other places.
The way we view and conduct business has really changed in the past 75 years. The Fortune 500 was created in 1955; since then, you can argue that the business environment is six times more competitive + complex than it was.
One central component of marketing is the idea of "the funnel." You can look at it in different ways, but essentially it teaches you how customers move through their interactions with a brand: typically it's something like awareness, interest, evaluation, trial, adoption/conversion, and advocacy.