B2B sales: Omnichannel everywhere, every time (with abstract)
| B2B sales: Omnichannel everywhere, every time (with abstract) | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | December 15, 2021 |
| Authors | Liz Harrison, Candace Lun Plotkin, Steve Reis, Jennifer Stanley |
| Topics | B2B, Omnichannel |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
The article B2B sales: Omnichannel everywhere, every time, published by McKinsey, 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 the B2B Pulse Survey conducted by McKinsey, which 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 the pandemic.
- B2B customers regularly use 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 buyer's 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 useful for any B2B business.
Full article text: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b2b-sales-omnichannel-everywhere-every-time
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