The "B2B Sales: Omnichannel Everywhere, Every Time" report highlights the dramatic shift in B2B sales dynamics, accelerated by the COVID-19 pandemic. The research shows that 94% of B2B decision-makers now see the omnichannel approach—combining face-to-face, remote, and digital self-service channels—as equally or more effective than pre-pandemic sales models. B2B buyers use an average of ten channels, up from five in 2016, to interact with suppliers. This shift emphasizes the need for companies to adapt their sales strategies to this new reality, balancing traditional and digital interactions to meet evolving customer expectations.

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