In a world where consumers are wired and empowered, we are moving from an era of information asymmetry to an era of information democracy where customers are well-informed and empowered. Consumers can self-inform, self-organize, self-serve, self-segment, and self-help. As a result, marketers need to rethink their mindset, from a "command-and-control" mindset where customers are passive targets and value is created by the firm, to a "connect-and-collaborate" mindset where customers are active participants and value is co-created by the firm and its customers. Marketing needs to evolve even beyond relationship marketing, towards a new ideal of Collaborative Marketing - a set of adaptive processes by which organizations collaborate with customers and partners to create, deliver and share value. This evolution will require rethinking the marketing concept, marketing processes, marketing roles, and the marketing organization. The presentation covers the outlines of this evolution, examples of leading-edge companies that have begun to practice collaborative marketing, and challenges in implementing collaborative marketing.