In today’s world of digital transformation, customers have come to expect streamlined and easy processes for every interaction they have with a company – and are willing to go elsewhere when those needs aren’t met. This is a trend that’s long existed in the B2C world that has accelerated in B2B over the past 18 months.

Just like you might switch to another coffee shop after an unpleasant experience with a barista, you might also rethink the vendor you use after being mired in a painful buying process. The lines are increasingly blurring between B2B and B2C, which means

Sales Roadmap

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