Omnichannel in B2B sales: The new normal in a year that has been anything but

McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.
  • The pandemic has cemented omnichannel interactions as the predominant path for B2B sales.
  • As B2B buyers flexed to remote and digital ways of engaging, they found much to like.
  • The use and preference for e-commerce – self-serve, for example – has grown since August 2020.
  • Buyers also moved easily between in-person and remote sales as quarantine restrictions shifted, with the choice of channel coming down to practicality and timing more than efficacy....

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