Customers today use an average of six channels during the buying process, and the number of channels available to customers is only increasing, both for B2C and B2B customers. Competition for customers has increased as margins have tightened.
So in the age of increasing channels, digital marketing, and ecommerce, what does this mean for sales organizations?
Rather than backing away from the sales function, many of the best companies are embracing sales to drive above-average market growth. But they aren’t treating sales in the same old way. They are adopting new metrics, new organizational structures, new targeting and channel strategies, and low-cost structures.
In this interactive Harvard Business Review webinar, McKinsey experts Michael Viertler and Lareina Yee share data, insights, best practices, and case studies on what the best-run sales organizations do differently to beat the competition.