Omnichannel in B2B sales: The new normal in a year that has been anything but

New analysis makes it clear: Omnichannel is here to stay for B2B sales.

B2B buyers aren’t just moving to omnichannel. They’ve arrived. Given the choice of in-person, remote, and e-commerce channels, purchasers have shown they want them all.

McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround—rather, it is a critically important fixture for B2B sales globally.


Omnichannel isn’t going away. And that’s a good thing. B2B sales organizations that lean into this shift and enable integrated interactions across the buying journey could turn the learning curve of the last 12 months into a new trajectory for growth.

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