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Organisations need to integrate their sales activities more both internally and with customers’ needs according to a new book co-authored by an academic at the University of East Anglia. The book doesaddressesdiscussesadds addresses how sales can help organisations to become more customer oriented and considers how they are responding to challenges such as increasing competition, more demandinglocalfriendlyregular demanding customers and a more complex selling environment. Many organisations are facing escalating costs and a growth in customer power, sothatwhichbut which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. However, the authors say that within the industry thereherethatit there is still uncertainty about the shape a future sales team should take, how it should be managed, and how it tapsflowsfitsrolls fits into their organisation’s business model.