The changing face of B2B sales

Behind every B2B buying decision is an individual – a consumer – who is increasingly merging their personal and professional habits. Pioneering B2B businesses have been evolving their sales capabilities to include more ‘consumerised’ processes for some time, with the pandemic having only accelerated this trend further. The B2B sales function of today must be engaging with customers through a variety of media and adapt to customers evolving expectations.

In a recent webinar, CIL’s Jon Whiteman and Axel Leichum were joined by Allister Frost, former head of digital marketing strategy at Microsoft, to discuss the changing face of B2B sales.