How B2B Businesses Can Get Omnichannel Sales Right (with abstract)

Article published by [[Other sources |Harvard Business Review]] and reviewed by Nikolay Sidelnikov
How B2B Businesses Can Get Omnichannel Sales Right (with abstract)
Published By[[Harvard Business Review]]
Publish Date2022
AuthorsDoug J. Chung, Isabel Huber, Jean-Charles Devignes, and Tom Clauwaert
Topics Omnichannel
Article Sizewords
Downloadable VersionNo
Page OwnerNikolay Sidelnikov
Summary AuthorNikolay Sidelnikov


The article How B2B Businesses Can Get Omnichannel Sales Right published by HBR in 2022. The article explains the main mistakes in understanding B2B omnichannel approach and explains how to create a seamless experience for customers and drive profitable growth for suppliers due to focus on comprehensive, cross-channel customer view.

Article explain the nature of "omnichannel", and how it is different from "multichannel" and give some related examples.

Five success factors for moving to omnichannel sales are listed and explained in details:

  • Customer centricity
  • A holistic approach
  • Proactive channel conflict management
  • Digitally enabled sales and marketing
  • Agile cross-functional collaboration

The article also gives a framework for omnichannel maturity level assessment. This kind of assessment enables companies to prioritize investments as they embark on an omnichannel transformation effort. Authors suggest the following maturity levels hierarchy:

  • Level 1 companies aspiring to provide an integrated omnichannel experience should prioritize customer-centric journey reimagination, clarify role descriptions for key functions, and establish conflict management mechanisms like segmentation and cross-channel incentives.
  • Level 2 companies aim to leverage analytics and marketing/sales automation to elevate their omnichannel approach, utilizing tools like AI-powered chatbots and website personalization to generate leads and drive growth across channels, including the transfer of digital analytics to other sales channels.
  • Level 3 companies focusing on e-commerce launch or acceleration must prioritize seamless integration with existing channels, utilizing cloud-based platforms for real-time customer data integration across channels, while redefining the role of sales reps to adapt to hybrid and digital sales roles, which are experiencing faster growth compared to traditional field sales roles.


Getting omnichannel right is far from trivial, but it’s worth the effort. A company-wide commitment to omnichannel excellence can be a real game changer for B2B companies. Early movers will not only be in a better position to fend off competition, but they can also capture cost savings, increase customer satisfaction, reduce churn, and grow their businesses.