This is a groundbreaking book that identifies the current and future trends in sales. It is based on 100+ interviews with senior sales executives and sales experts from the corporate industry and academia across central Europe, the UK and the USA. This research was supported by TiasNimbas Business School, Cranfield University and the Sales Management Association in the Netherlands. The book poses the question: What if there was a way that sales forces could help their organization to stay ahead of the competition and innovate? Many organizations featured in this book find ways to do just that. Would you like to know about their practices, methods and how they are preparing themselves for the future? Meet some of the companies that have moved from Selling to Co-Creating. Explore how they have been able to develop new, innovative and sometimes highly successful products and services by using their sales force strategically. Learn how their sales forces have built new collaborative relationships with their customers ahead of their competitors. To help you achieve your transformation from Selling to Co-Creating, the authors have included a visual framework, cases and tools to use in your own organization.