Sales is one of the most crucial parts of an organization. In order to be most efficient possible, it cannot act on its own, but requires support from other parts of the organization. In this paper the bond between sales and marketing department is researched. To be more precise, the paper is trying to determine how much the changes which the marketing field went throughout time, from being entirely sales centric to customer centric, influenced sales and the act of selling. Considering that every industry is unique, the research is based on the information industry, as an example of a scale-up industry with constant changes and new developments. Later in the paper this industry will be referred to with the abbreviation IT. The theoretical part encompasses classical versus modern approaches to sales. When describing the modern approach, new terms such as employer branding, inbound and outbound marketing will be explored. The empirical research is focused on how Croatian IT companies do business and whether they prefer classic or modern approach to sales. This part of the research is conducted by interviewing 15 sales representatives of different experience levels and catering to different industries, but what all have in common is that they offer IT solutions. Research results indicate that sales approach has been shifting slowly towards customer centricity, new ways of attracting, approaching and offering services to customers, just like modern marketing. This only gives a bigger emphasis on the importance of sales and marketing collaboration. Sales representatives are using modern tools in their approach, more often than not using marketing skills for this initial phase of customer acquisition. Unfortunately, research also shows that this is the part where the partnership ends for most companies. Post-sales customer nurture isn’t high on the priority list, and only very few of interviewees mention tracking customer satisfaction.