DIGITAL STRATEGY
The onset of the pandemic has brought new ways of working , namely remote , and in turn has forced businesses to accelerate their digital transformation . The sales function is no exception . With in-person selling restricted , B2B businesses have been forced to shift to an omnichannel selling model , utilising a blend of in-person , remote and digital self-serve .
According to Dennis Spillecke , Senior Partner at McKinsey & Company , research shows that in the first 90 days of the pandemic , digital penetration vaulted forward 10 years in terms of ecommerce , and this experience has created confidence that has fed through into B2B sales .
And that confidence in digital selling is riding high a year on . McKinsey ’ s most recent research , surveying 3,496 B2B decision-makers across America , APAC and Europe from February 19-26 2021 , shows the omnichannel model of B2B sales is working , with eight in ten B2B leaders saying it ’ s as , or more effective , than traditional sales methods , and 83 % finding it a more successful way to prospect and secure new business than traditional face-toface-only sales approaches .
What ’ s even more interesting is the size of purchases that companies are happy to undertake via digital . “ Despite the conventional wisdom that says big-ticket sales requires in-person contact , one in five
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