Digitalization is having an increasing noticeable impact on B2B firms. Not least on the mix of sales channels.
When we recently researched the use of digital sales and marketing technology in Nordic B2B firms, more than 80% of the respondents stated to either have been, or currently being in the process of, introducing new sales channels as a result of changes in customer buying behaviours brought on by digitalisation.
For many this implies downsizing “high touch” sales channels such as field sales and key account management and ramping up “low touch” ones such as online and inside sales. Thus, B2B firms with legacy sales organisations need to rethink what constitutes an optimal channel mix, how this shift in channel dynamics will impact the business strategy as well as how to structure and dimension go- to-market organizations based on that.
In part one of this report, we present the findings from our interview study.
In part two, we provide our recommendations on how to set a strategy for how to succeed going forward.
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