About the research
Customers are speaking, and it’s time for chief commercial officers (CCOs) not only to listen but to act. B2B buyers spend only 24% of their buying time meeting with all potential suppliers, and they continually refer to digital channels even while in contact with a seller. Meanwhile, the customer’s journey is becoming more complex and opaque.
Many CCOs believe meeting face-to-face with customers is the solution to bolstering commercial performance, especially as we navigate through the pandemic recovery. It isn’t. But there is still hope — transformative digital investments and technology give commercial leaders more capabilities than ever before to decisively adapt to today’s ever-evolving buying team dynamics and preferences.
CCOs must make both sellers and customers more confident in their purchasing decisions. This starts when customers’ needs come first. It grows when coordinated touchpoints unify buying teams. It thrives when marketing, sales and service organize around a common understanding of customers’ situations and buying team engagement. This research will help CCOs understand how to accelerate revenue growth by redefining commercial strategies for the future by using orchestrated customer engagement.