Sales and marketing organizations have coalesced into a national force with a unique role in trading partner relations. “We are really the in-between guy and have to have relationships on both sides and execute on both sides,” said Sonny King, chief executive officer, Advantage Sales and Marketing, Irvine, Calif. The amount of sales and customer data available to the agencies gives them a depth of insight no other party may have into retailer and supplier strategies. The agencies have the ...

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