How Has B2B Sales Changed in the Digital Era?

By Josh Baez, Client Engagement Manager at Heinz Marketing
The customer experience is continuously shifting – and it’s been further amplified and accelerated by COVID-19. Now, in the throes of digital transformation and workforce innovation, B2B companies are faced with a future-defining decision: sink or swim.
Buyer enablement, customer success, revenue acceleration – in the digital age, this all relies on so much more than random acts of marketing and unsolicited sales calls. And with the likes Netflix, Amazon, and Spotify redefining what a frictionless experience can look like, buyers have come to expect increasingly personalized and affirmative experiences from every company they now do business with.
To break through the surface, sales models must be re-molded to fit a digital-first reality.
Your customers have changed, and the way they make decisions and purchases have changed too. Gartner says that only 17% of the buying cycle is spent actually talking to sales. Yet simultaneously,