RMNs have figured out how to sell to their existing brand suppliers, but capturing the next wave of advertiser dollars requires a different muscle. As RMNs look to reach agencies and non-endemic brands, many are discovering a different world than what their merchant-trained sales teams are used to. Hiring from the agency side brings its own friction and culture clash, and agencies are already stretched thin. This roundtable brings together practitioners from across the buy and sell sides to wrestle with the question of how RMNs build their sales organizations to compete for dollars that aren't already spoken for.