Analyst Report

Increase Profits and Delight Buyers by Becoming a Digital-First, Omnichannel B2B Seller

The B2B sales landscape is complex: there’s complexity in delivering a compelling value proposition, in pricing, in managing complex products and vast product catalogs – how can we reimagine these systems, products and processes digitally? Change is happening fast.

Gartner1 says: “By the end of 2021, digital commerce is expected to overtake direct sales as the most used channel for B2B selling. Application leaders at B2B sellers should use this report to identify how to further increase adoption of the digital commerce channel.”

Companies need to provide buyers with a seamless omnichannel experience, where the website, direct sales, contact center and resellers work together to address the customer’s requirements and complete the transaction. No longer the channel for customers to buy, Sales needs to evolve their role to add value at different touchpoints along the customer journey.

It covers the many considerations you need to take into account to offer a seamless omnichannel experience with a wealth of advice on how to:

  • Support negotiations of long-term sales agreements
  • Sell complex products
  • Sell and manage subscriptions
  • Offer the best price
  • Support the customer’s payment methods and offer payment terms
  • Align the sales team.

Gartner is a registered trademark and service mark of Gartner Inc. and/ or its affiliates in the US and internationally, and is used herein with permission. All rights reserved.
1Gartner: Increase Profits and Delight Buyers by Becoming a Digital-First, Omnichannel B2B Seller. By Mark Lewis, April 1, 2021.

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