Today’s B2B buyers rely on digital channels through every stage of their journeys — even long after in-person sales interactions with reps. As a result, commercial organizations’ efforts to identify, nurture, and pursue opportunities “serially” — first through digital engagement via marketing, followed by a hand-off to sales for in-person interaction — is failing to support the way customers actually buy. Instead, the best companies must evolve a “parallel” commercial engine, where digital and in-person strategies complement each other at every stage of the buyer’s multi-channel journey. In other words: We have all worked hard to create for our […]
