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The article focuses on the requests for proposals (RFPs) submitted by agencies to publishers. Topics discussed include the buyers who want multi-platform, multi-product and integrated marketing solutions, revenue which can be lost by sales people if they not meet the demand of buyers, and statement from industrial psychologist Dana Borowka of Lighthouse Consulting company regarding sales candidates. Also mentioned are webinars, sales management, and training.

The article focuses on selecting the right order management system (OMS) for omnichannel retailers. Benefits of an OMS include supporting cross-channel order entry and customer service, managing a cross-channel database and managing personalized product offers across channels. A formal request for proposal (RFP) with the specific OMS requirements being formulated by a "change team" is advised. Tabulating responses to the RFP from six to eight candidate system vendors is discussed.