The klaxons are ringing in corporate halls. To use an old praise, someone “moved the cheese”. Marketing programs are struggling to consistently produce qualified leads that convert; prospect conversations are more challenging; customer co-creation expectations are wreaking havoc on product roadmaps; and customer service has lost control as customers turn to social media and peer-groups for help. What’s happening? The adoption of social technologies moved the “cheese” and heralded in the arrival of Buyer 3.0.