Recall from the preceding discussion of the promotion flow that every customer is assigned a CDW salesperson, in the hope thas more promotional (sales force) contact will generate a higher lifetime value of these customers But suppose that a customer interacts with the CDW salesperson periodically for major purchases but buys replacement components and smaller routine purchases online. Is it fair to award sales commissions to the salesperson for these online purchases? CDW believes it is indeed fair, because these online purchases resulted at least in part from the initial s efforts of the sales person in building the customer relationship. Further, CDw recognizes that it is not only how costly the inputs were that matters.