B2B Sales Culture Must Change to Make the Most of Digital Tools

Today’s B2B sellers drive greater customer loyalty and business success by addressing customer pain points, creating value in every interaction, and stitching together the unpredictable pathways buyers use to reach a decision. To start, integrating digital technology and salespeople to achieve a superior customer experience requires a robust digital support system. Key elements include a foundational digital platform, data analytics, and tools that provide a holistic view of buyers and enable the coordination and orchestration of their journey. But equally important is the transformation of sales systems and culture, which involves continual adaptation of sales roles, success profiles, compensation, and management practices. In this article, we largely focus on these sales system and culture elements.