B-to-B Goes 'Plug and Play'

Not only does this step make it easier for the cataloger — who then can opt to accept the page layout as is — it also gives United a "leg up on getting its products placed," Friedman notes. "With the customer's identity already in hand, you have something tangible to show and ultimately display in the catalog. Then, it's the expertise of the cataloger to get the message into the hands of the correct buyer to make the sale."