B2B sales: Omnichannel everywhere, every time

This article by McKinsey explores the importance of omnichannel sales in the B2B industry. The authors explain that the rise of digital channels has led to a shift in buyer behavior, with customers expecting a seamless experience across all channels. However, many B2B companies have yet to fully embrace omnichannel sales, leading to missed opportunities and inefficiencies. To address this, the article suggests several key strategies for implementing an effective omnichannel sales approach:

• Start with the customer: Companies should understand their customers’ preferences and behaviors across channels and tailor their approach accordingly. This may involve investing in data analytics and customer research to gain deeper insights.
• Integrate channels: Companies should break down silos between channels and ensure a consistent message and experience across all touchpoints.
• Leverage technology: Companies can use technology such as AI and automation to streamline processes and enable a more personalized experience for customers.
• Develop new capabilities: Companies may need to develop new skills and capabilities to effectively execute an omnichannel strategy, such as cross-functional collaboration and agile ways of working.

Overall, the article emphasizes the importance of embracing an omnichannel sales approach in the B2B industry to meet evolving customer expectations and drive growth.