Recent studies conducted by McKinsey and the Harvard Business Review on the evolution of B2B sales in this pandemic phase highlight the emergence of 3 trends:

  • While companies are generally reducing their own investments, many are maintaining or even increasing them,
  • For the vast majority, digital interactions between buyers and sellers are becoming the norm,
  • They are now 2 to 3 times more frequent than face-to-face interactions,

A growing majority of companies consider this type of relationship to be just as or even more effective than meetings in the real world.
Weathering this storm and preparing for the recovery requires targeted reshuffling. The prerequisite remains a thorough knowledge of one’s own organisation, approach, methods and tools. In other words, to change without having carried out an objective diagnosis of its current functioning means taking the risk of building a sand castle.