Joe Crafton, President of Crossmark Agency, discusses the way in which the world of marketing and distribution have sped up, pointing out that suppliers are paying for speed-to-shelf initiatives to get new products on the shelf within three days of breaking the advertising. Marketers no longer tolerate a slow build to distribution. Even though it has traditionally been the domain of sales, today it's marketing's job to get a product in front of the right people at the right time, and speed-to-shelf exemplifies speed in marketing.