The document emphasizes that B2B sales are undergoing a transformation due to the increasing "consumerization" of buyer behavior, where customers prefer self-service digital channels to research and purchase products, often completing much of the decision-making process before engaging with salespeople. To remain competitive, companies must embrace digital selling, which enhances revenue by generating more leads, converting them into sales, and reducing costs. Establishing a Center of Excellence (CoE) is crucial to mastering digital selling by integrating essential skills, tools, and processes.

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