The report discusses the shift to omnichannel sales in B2B, accelerated by the pandemic. B2B buyers now prefer a mix of in-person, remote, and digital self-service interactions. Omnichannel has proven highly effective, with 83% of leaders finding it better than traditional methods for securing new business. Despite market volatility, many companies plan to maintain or increase spending in technology and infrastructure to support omnichannel models. Hybrid sales roles, combining digital and occasional in-person engagement, are becoming the new standard.

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