When it comes to the interactions that companies have with their prospects and customers, are they taking advantage of the latest tools and applications that buyers are fast embracing? Companies of all types are letting customers comment on their products and services, assist other customers, and spread the word through the use of comment, rating, sharing, discussion, blog, and wiki features.

Let us look at the IT vendors themselves – the ones that bring these new technologies to market. Many of them are facing a dramatic business problem in their own sales and marketing model. Revenues are slowing, while the cost of sales and marketing – the total cost to create a new customer – continues to climb.