Today’s B2B customers are very clear about
what they want from suppliers: more channels,
more convenience, and a more personalized
experience. They want the right mix of in-person
interactions, remote contact via phone or video, and
e-commerce self-service across the purchasing
journey. Adjusting to this new dynamic requires B2B
organizations to shift from “traditional” and “inside”
sales to “hybrid” in order to move with the customer.

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