This document discusses the changing role of salesforces from the past to 2020 and beyond. It notes that traditionally, customers were passive and sales involved chasing customers, but now customers are active online and can manage relationships themselves. The average B2B sales call now costs $600. New technologies like social media have empowered customers to take a more active role in purchasing decisions. Going forward, the sales role will be more about facilitating customer experiences and acting as experts rather than traditional selling approaches. Customers will increasingly manage relationships online through tools provided by companies.