By the start of 2022, only 15 percent of business-to-business sales executives expect in-person sales meetings to be the norm, a McKinsey survey suggests. About 83 percent of the time, it appears B2B marketing and sales personnel believe digital and remote channels are as effective, if not more effective, than before the Covid pandemic, for reaching new customers. That is the same figure professionals claim for sales to existing customers.
The obvious issue is whether this becomes the new normal for B2B sales and marketing. Currently, about 70 percent of sales interactions are remote or digital, only about 30 percent in person.
There are lots of implications for spending priorities, skill sets and channels.
source: McKinsey
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