To achieve sustained growth, B2B winners focus on five key truths: 1) Customers prefer a balanced mix of in-person, remote, and digital interactions, known as the "rule of thirds." 2) Seamless omnichannel experiences are essential, as buyers engage across ten or more interaction channels. 3) E-commerce is now the top revenue-generating channel, surpassing in-person sales. 4) Hybrid work environments lead to higher revenue growth and sales effectiveness. 5) Gen AI is gaining traction, with 19% of B2B sales teams already implementing it and seeing success.

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