The pandemic has accelerated the shift in B2B sales towards digital channels, requiring companies to develop new capabilities. Three key shifts are essential: becoming omnichannel orchestrators, adopting a value-creation mindset, and enabling continuous change management. Companies must reskill their sales teams, with a focus on data-driven insights, solution selling, and agile practices. By doing so, they can drive significant revenue growth, with top-quartile teams achieving four to five times higher growth than their peers.

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