Advances in information technology have increased the speed at which we acquire, process, and disseminate information. David Shenk, author of Data Smog: Surviving the Information Glut, notes that we have moved from a state of information scarcity to one of information overload.8 In an era of limitless data, informed salespeople can help us decide which information has value and which information should be ignored. Salespeople are the eyes and ears of today’s marketplace. They collect a wide range of product, customer, and competitive intelligence.9