ABSTRACT
As maturity increases for these functions, the emphasis shifts toward the business' customers. Firms share their databases and generate new revenues. The role of the selling function changes from that of information provider, order seeker, and negotiator to becoming the voice of the customers. Sales representatives bring back information on what needs should be resolved, what can be improved in the relationship, and how trading partners can work closely by applying their market knowledge. Marketing moves from doing research and building planning systems to collaboratively analyzing data on buying patterns and habits to develop new revenues with network partners.
