The evolution of the sales function in the transformation of B2B

Even before the pandemic, B2B customers began to utilize a plethora of digital channels in the various phases of the procurement process. This evolution also inevitably impacted the processes and behaviors of the sales network. In fact, today the sales force is expected to be not only faster, but more useful, agile, accessible and flexible as well.

In light of this, the strategies that companies implement will need to shift focus to achieve deeper integration with omnichannel procurement ecosystems, so as to have a more rapid response to the demands of their customers.

In this podcast, Marco Aurelio Sisti Associate Professor of Practice in Marketing & Sales at SDA Bocconi, describes the evolution of the sales function as the basis for the omnichannel transformation of B2B.