Digital Polymath

B2B sales and marketing are being transformed by the adoption of new technologies that help to communicate value. Gartner has identified seven technology disruptions that will impact sales organizations. These disruptions will drive significant go-to-market changes, as well as in the way businesses approach sales development and build customer relationships. Are you and your organization prepared for these disruptions? B2B Sales Process Change Management The first disruption identified by Gartner is the increasing use of artificial intelligence (AI) in sales. AI can analyze large amounts of data quickly and accurately, allowing sales teams to identify key trends and insights that can inform their strategies. Most important, AI can also be used to automate routine workflow tasks, freeing up time for salespeople to focus on more high-value activities. Another disruption is the rise of customer experience (CX) as a key differentiator for businesses.  Companies that prioritize CX are m...

Given the realities of the current Global Networked Economy environment, why do so many business leaders report wanting a ‘return to normal’ ASAP? That’s very puzzling to me. As an example, changes within the commercial procurement arena demand radical new thinking. Forrester’s “2021 B2B Buying Study”, with more than 950 respondents from around the world, reveals significant changes in business-to-business buying behavior. Their study findings show how buyers navigated the transition of remote working, due to the global COVID-19 pandemic, while seeking information about vendors and their offerings -- long before making a purchase. With most B2B buyers working remotely, global market disruption from the pandemic has pushed the ‘buying group’ to the forefront of the decision-making process. Independent buying scenarios, in which only one or two people are involved, are much less likely in a complex sale. Today, 63 percent of B2B purchases have more than four people involved -- versus jus...