In today's business world, technology has opened the door to reaching and attaining a whole new customer base. The development of e-commerce has presented distributors with the opportunity to target not only businesses but also the individual consumer, converging the B2B and B2C markets.

Projects to change distribution networks can be highly complex. To guarantee success, says Mike Dunn, group vice president, Fortna, participants must fully understand the need for change, get total commitment from all departments in a company, and work with a knowledgeable partner.