IT” is the disintermediation of the sales person. Buyers could attend a conference or trade show, refer to industry publications and research analysts (e.g. For example: * buyers can learn the basics on vendor websites, trade journal sites, and third-party authority sites; * a search for “[company name] sucks” will turn up common complaints about a product; * peer reviews are available online or buyers can identify other users via LinkedIn. Creating accounts on Twitter, LinkedIn, AdWords and YouTube is not enough. Enjoy! This summer, that became my job.