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B2B e-commerce companies are refining existing sites or building new sites to deliver B2C-like e-commerce experiences for business customers. Companies are hiring IT/marketing talent for B2B e-commerce initiatives as they attempt to migrate customers from traditional F2F/phone to lower-cost online interactions. To prevent a potential conflict with the traditional sales organization, some companies are repurposing sales reps for the capture and retention of high-volume, high-margin global accounts only.
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