B2B must deliver seamless, holistic buying experience across human and digital assets

28th January 2016 |   Journal Of Sales Transformation

Research organization Forrester forecasts that 12% of all B2B sales in the United States will take place online by 2020. Last year, the company caused a few ripples when it predicted that the number of B2B salespeople in the United States would contract by one million over the next five years.

In a recent report in the series, The B2B Sales Force Digital Reboot – Focus Your Sales Enablement Efforts On Navigators And Consultants, author Mary Shea warns: “B2B marketing professionals and their sales leadership colleagues must begin implementing new strategies to enable their sales forces to embrace and adapt to this rapidly changing landscape.

“FOR WHAT TYPES OF PURCHASES DO YOU PREFER TO INTERACT WITH SALES REP?”

Figure 1

Figure 1: B2B buyers want to engage with sales reps in unique circumstances

[footnote]Source: Forrester/Internet Retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey[/footnote]

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