Omnichannel, AI and the future of B2B sales

In the previous edition of the Journal, we ran a story on McKinsey’s ninth global B2B Pulse report (released 12 September), which questioned 4,000 B2B decision-makers across eight major industries. This identified how B2B suppliers are responding to “consumer-like” purchasing demands from buyers. Here we talk to the report’s authors – Jennifer Stanley, a partner in the consultancy’s London office, and Candace Lun Plotkin, a partner in Boston – about changing buyer behaviours, the importance of omnichannel, the future with AI, and implications for key account management.