The traditional sales cycle is changing - from one based on time-consuming in-person interactions with sales reps to a streamlined, convenient process with a consumer-grade customer experience that stretches across both offline and online channels.

This change for brands operating today means that manufacturers, distributors, wholesalers and retailers need to work together and optimize all their sales channels to reach, engage, and satisfy their customer.

It means making goods and services available to customers where and how they want it, providing a customer-centric experience.

To put it another way, businesses need to meet customers where they are.