B2B sales: Omnichannel everywhere, every time (with abstract)

Article published by McKinsey and reviewed by Nikolay Sidelnikov
B2B sales: Omnichannel everywhere, every time (with abstract)
Published ByArticles by McKinsey
Publish DateDecember 15, 2021
AuthorsLiz Harrison, Candace Lun Plotkin, Steve Reis, Jennifer Stanley
Topics B2B, Omnichannel
Article Sizewords
Downloadable VersionYes
Page OwnerNikolay Sidelnikov
Summary AuthorNikolay Sidelnikov


The article B2B sales: Omnichannel everywhere, every time published by McKinsey at the end of 2021 is the fundamental article that was cited many during the next few years by different authors. It describes how the shift to omnichannel has permanently changed sales and suggests what companies can do to adjust. The article is based on B2B Pulse Survey conducted by McKinsey asked hundreds of questions to US-based B2B decision makers across dozens of industries.

The article gives a lot of quantified insights about B2B omnichannel reality. Including others these numbers prove that:

  • Proves that B2B omnichannel effectiveness is not lower than before pandemic.
  • B2B customers regularly used ten or more channels to interact with suppliers.
  • Customers are more willing than ever before to spend big online.
  • It becomes harder to retain B2B buyers loyalty
  • Personal relations are still important, regardless of channel
  • The problem of channel conflict is very important

The article contains multiple recommendations and would be very useful for any B2B busines.