The evolution of communication and information access has dramatically changed the way in which products are bought and sold.  Years ago, customers had limited access to information without seeing a salesperson.  Not anymore.  Today, buyers experience information overload and face a myriad of product offerings from vendors coming at them through multiple media.  Every day buyers are using technology to empower their decision-making as they become more educated about the companies from whom they buy.  As a result, the role of the salesperson has shifted from information bearer to value creator, and this requires a major change in the way most salespeople sell.  At the same time, the role of marketing is becoming more and more important, but not in the traditional way.  Marketing needs to focus less on presenting products and more on creating demand and solving problems.  Companies capable of implementing problem-based marketing place their sales organizations in a much more advantageous position by enabling them to enter the sales process early and create value.  As communication preferences and the buying processes evolve, sales and marketing organizations must be in a position to adapt quickly and respond accordingly.