E-commerce and the Sales Force, Enemies No More

Anyone who has spent time working in B2B industries will tell you that the sales force is king. Sales owns messaging, promotions, product mix and, often, even pricing. CMOs and marketing directors are extremely hesitant to rock the boat if they know sales won't like the changes. In fact, many B2B companies choose not to invest substantially in e-commerce because the sales force thinks of e-commerce as the enemy. They think e-commerce steals their commissions, reduces the size of transactions, turns their customers away from the strong relationships they have cultivated, and inevitably eliminates critical sales positions.
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