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Organizations 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 how sales can help organizations to become more customer-oriented and considers how they are responding to challenges such as increasing competition, more customers and a more complex selling environment. Many organizations are facing escalating costs and a growth in customer power, 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 is still uncertainty about the shape a future sales team should take, how it should be managed, and how it into their organization's business model.