The B2B digital inflection point: How sales have changed during COVID-19

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The B2B digital inflection point: How sales have changed during COVID-19⁠

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McKinsey Marketing & Sales Practice April 2020

COVID-19 is changing how B2B buyers and sellers interact. Savvy sales leaders are learning how to adapt to the next normal.

For sales leaders contemplating how to react, taking care of their people and customers must be a top priority

We believe we are at a digital inflection point, where B2B sales operations going forward will look fundamentally different from what they were before the pandemic.

Looking forward, B2B companies see digital interactions as two to three times more important to their customers than traditional sales interactions.

Almost 90 percent of sales have moved to a video conference (VC)/phone/ web sales model, and while some skepticism remains, more than half believe this is equally or more effective than sales models used before COVID-19.

To deliver outstanding digital experiences and encourage loyalty, B2B companies need, at a minimum, to address customers’ most pressing pain points and frustrations.

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The sudden and massive shift to remote working prompted by the COVID-19 pandemic and the “consumerization” of B2B buying that was already underway have profound implications for how companies sell to and buy from one another.

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