Digital Transformation: How

B2B Businesses Can Get

Omnichannel Sales Right
Digital Transformation: How B2B Businesses Can
Get Omnichannel Sales Right
by Doug J. Chung, Isabel Huber, Jean-Charles Devignes and Tom Clauwaert

January 24, 2022

Summary. Buyers want it. Sellers need it. But how do you get B2B omnichannel right? How do you create a seamless experience for
customers and drive profitable growth for suppliers? It's not trivial, but it's not rocket science either.

During the early stages of the pandemic, many B2B companies considered remote interactions as a temporary patch, a way to stay in
touch with customers while sales reps were confined to their home offices. Now, it's becoming clear that omnichannel is here to stay,
and many businesses aren't prepared for this permanent change.
The Rise of B2B Omnichannel

10 94% 82%
Channels Used Effectiveness Switching Risk
Number of channels B2B buyers use in Respondents who say the new omnichannel B2B decision makers who will actively look
2021, doubled from 5 in 2016 sales model is as effective or more effective for a new supplier if a performance
than previous models guarantee is not offered

The latest B2B Pulse research from McKinsey shows that two thirds of U.S. buyers opt for remote human interactions or digital self-service
at various stages of their decision journey, such as identifying, searching for, reviewing, and evaluating new suppliers, as well as for ordering
and reordering. While this shift is partly driven by Covid-related lockdowns and distancing requirements, it is in tune with a larger trend that
predates the pandemic.

Although B2B buyers are enthusiastic about omnichannel interactions, they are also very clear about what they want from suppliers 4 and
very willing to switch if "must-haves" are not offered. Players who get omnichannel right though can not only attract new customers but
retain existing ones, leading to higher revenues, lower cost to serve, improved customer satisfaction scores, and reduced churn rates.
Creating a Comprehensive Customer View

Research Questions
Customers research options on supplier's Open chat, call sales rep, or receive callback
website or social media within hours

Purchase Specialist
Complete transaction through preferred Meet with specialist on site to select perfect
channel product

B2B buyers expect omnichannel service and flexibility. They want to hop from channel to channel as they advance in their buying journey.

Many struggle with omnichannel implementation, treating channels as silos rather than interconnected tools. To enable seamless journeys, B2B
players must create a comprehensive customer view and deliver consistent messages across channels. Successful sellers use CRM tools for visibility
on the entire customer journey, enabling a seamless experience and rewarding sales representatives regardless of purchase channel.
Five Success Factors for Moving to Omnichannel Sales
Customer Centricity
Prioritize customer needs in the omnichannel experience.

A Holistic Approach
Redefine each channel's role in the go-to-market strategy.

Proactive Channel Conflict Management

Address conflicts using segmentation for optimal channel alignment.

Digitally Enabled Sales and Marketing

Build a strong digital foundation with the right technology.

Agile Cross-Functional Collaboration

Implement agile workflows across commercial functions.
Customer Centricity in Action
Primary Research Transaction Analysis
Understand customer decision journeys. Understand customer preferences at each touchpoint.

Integrated Profiles Case Study: Tech Company

Build comprehensive customer profiles; manage Reimagined customer experience; higher satisfaction &
relationships. sales.

Pioneers put customer needs at the center of their omnichannel offering. They conduct research, review transaction logs, and build
integrated customer profiles to create compelling customer journeys.
A Holistic Approach to Omnichannel
Lead Generation
Generate leads across all channels via market scans and business Dedicated Customer Service
intelligence. Support customers with ordering and fulfillment across all channels.

Enhanced Online Presence

Address customer needs across the digital buying journey via
website, social media, and e-commerce portal.

A specialty chemicals company developed a B2B omnichannel strategy tailored to its business model. This involved setting up three sales channels
(field sales, inside sales, distribution) and a clear channel allocation approach, complemented by three supporting functions for a seamless
experience.

This holistic approach increased customer interactions, enhanced reach and relevance through external platforms, and offered online ordering to all
customers, providing greater flexibility.
Managing Channel Conflicts
Omnichannel strategies can lead to channel conflicts. Proactive management through segmentation helps find the right fit between channels, customers, and products, mitigating risks and improving
overall performance.

Map Customer Decision Journey

Understand how segments make purchasing decisions

Define Customer Segments

Segment based on interaction preference and purchase frequency

Model Economic Impact

Analyze the financial effects of shifting products between channels

Apply War Gaming

Determine how stakeholders might respond to a new channel strategy

Recommend Channel Allocation

Specify which channels to use for different products and segments

Companies face increased channel-competition. Omnichannel outperformers address it proactively, using segmentation to find the perfect fit of channels, customers, and products or services.

One industrial tech company increased direct online sales to generate higher revenue and reduce reliance on third-party distributors. The company needed to understand and mitigate the risk of channel
conflict.
Building Digital Foundations
Data Sources Advanced Analytics
Combine data streams for salesperson lists. Track performance with live dashboards.

Customized Lead Lists Scalable Technology

Support digital marketing to increase conversion. Build a flexible tech stack for long-term success.

Omnichannel transformations need a strong digital foundation with the right technology and sales/IT alignment. Implement
marketing automation with digital analytics for personalization at scale. One distributor gained revenue by using new data streams
for lead generation.
Omnichannel Maturity Assessment
Level 3: E-commerce Launch/Acceleration
Build commerce portal or partner with marketplace, integrate channels

Level 2: Omnichannel Acceleration

Leverage analytics and automation for next-level growth

Level 1: Omnichannel Launch

Overcome silos, implement end-to-end journeys

Level 1: Omnichannel launch. Integrate isolated channels for a seamless experience. Focus on customer-centric journeys.

Level 2: Omnichannel acceleration. Differentiate your approach and leverage analytics for growth. Consider marketing/sales automation.

Level 3: E-commerce launch/acceleration. Integrate an effective e-commerce channel with existing channels.

Omnichannel excellence is a game changer. Early movers gain competitive advantages, cost savings, increased customer satisfaction, reduced churn, and
business growth.
Thank You
We appreciate your time and consideration. We hope you found this
presentation informative.