The explosion of digital has caused a shift in customer buying expectations. Customers can easily educate themselves about products, suppliers, and competitive pricing with access to more information than ever before. Many businesses struggle to grow revenue and increase wallet share because of ineffective strategies to penetrate their existing accounts. With the acquisition cost for a new customer at 5x more than an existing customer, and existing customers spending 31% more on average, it's essential that businesses empower sales with the ability to make personalized, relevant product recommendations to their current customers. If you've invested in sales tools (like PROS Smart CPQ) – then you've already taken proactive steps in the right direction.