Digital transformation for B2B organizations has changed. The COVID-19 pandemic forced many companies to fast-track their transformation efforts to maintain operations with a remote workforce. For B2B organizations that sell complex solutions, this has been no easy task.That’s because B2B buyers today behave more like B2C customers—they expect more personalization and general convenience in their purchasing cycle, and they prefer to engage digitally. Digital engagement offers a benefit from the seller’s perspective too: When sellers no longer need to board planes and spend time traveling to meet with customers, they increase output while decreasing the overall cost of sales.  To read this article in full, please click her
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