Buyers are not only comfortable buying online, but they also usually prefer it. The effects of the recent pandemic events that have caused an explosion in digital commerce have influenced B2B buyers as well. As consumers shifted to online commerce, B2B buyers have also looked to ways to minimize personal contact, through both remote selling and online purchasing. But omni-channel selling means more than just different way to buy. It also alters the cost of selling as buyers can now engage via multiple channels, even if the final order is placed online.
Organizations, led by the office of the CFO, must review their go-to-market (GTM) strategies and examine whether their existing process and technologies are ready to ensure sustainable and profitable growth.
