Our research identified a rift between buyers' expectations and average seller experiences, underpinning an unprecedented seller-switching trend and highlighting a buyer trend towards exploring options and embracing change.
To survive in the digital ecosystem, some B2B sellers have focused on digital upgrades only, while others remain focused on organic 1:1 sales cycles, disregarding critical digital tools. Both scenarios create a buyer-seller service disconnect that compromises even the best B2B relationships.