Harvard Business Review : Traditional B2B Sales and Marketing Are Becoming Obsolete

Traditional B2B Sales and Marketing Are Becoming Obsolete
2022 02 01
https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete
In a survey of over 1,000 B2B buyers engaged in a complex purchase, respondents reported using digital channels — particularly the supplier’s own website — with nearly equal frequency as the supplier’s sales reps to gather the information necessary to complete a range of buying “jobs,” e.g., Problem Identification, Solution Exploration, Requirements Building, and Supplier Selection.
Consider the following data from Gartner research : In a pre-pandemic survey of 750 B2B customer stakeholders involved in complex “solutions” purchase within their organization, customers reported spending only 17% of their total buying time interacting directly with supplier sales teams.