Sprint is merging its sales and marketing operations for its business and consumer operations in a streamlining that includes the departure of four top executives, according to Sprint CEO Dan Hesse.

The company is aiming to gain efficiencies in a rapidly evolving wireless market in which many customers buy services as individuals but use services tied to employer-related contractual discounts.

As the wireless market has evolved, the lines between consumers and businesses have blurred, Hesse said in a memo to employees sent Friday morning and obtained by Reuters.

(Reporting by Carey Gillam; Editing by Steve Orlofsky)